Shubie’s a beloved fixture of Marblehead, Massachusetts. Family-owned and operated since opening in 1948, it feels like much more than a store. Through a thoughtful offering of high quality food, gifts, and spirits – selected and served with genuine care – Shubie’s brings its customers into the family fold. 

With its 75th anniversary approaching in 2023, Shubie’s needed to seize the opportunity to celebrate its rich history and role in the community – while reinvigorating the brand for future growth.

By making this simple addition to the brand name, Shubie’s Marketplace now conveys what customers can expect and connotes an important tone: elevated and honest. Not only does repositioning as a marketplace fit Shubie’s existing tagline, Look No Further, it also references the old-fashioned general store – with everything you need, run by a family you trust – a role Shubie’s is proud of serving in the community for 75 years.

A new identity was designed with a suite of custom fonts to imbue the brand with fresh personality. Warm, refined, and playfully retro, the new logo looks steeped in history – but not old.