Dip Apparel is an American clothing brand owned by Kroger and created by fashion designer Joe Mimran. Dip launched in the fall of 2018 in more than 300 Fred Meyer and Kroger Marketplace stores and replaced more than a dozen of Kroger’s private-label clothing brands, with items for women, men, and kids. The Dip brand was designed by Jackman Reinvents, a brand reinvention company based in Toronto, Canada. I was brought on to roll out, maintain, and grow the Dip brand with the original design team while creating new print collateral, signage, packaging, and brand guidelines.