Winn-Dixie officially unveiled a new brand identity and refreshed its store look, completing its corporate name change on January 21, 2026. The brand changed its name to Winn-Dixie, leaving Southeastern Grocers behind and emphasizing its history and local values.
The updated logo reflects a closeness to customers’ everyday lives and emphasizes a connection with neighborhoods in the Southern United States. The name is arranged across three lines, with the short word “The” set apart, the word “Company” at the bottom, and Winn-Dixie positioned in the center.
The typeface is a clean sans serif with friendly, rounded letterforms, evoking associations with groceries and accessibility. The primary logo color is red, a classic choice for grocery stores due to its energy and appeal. A light background in the form of a rectangle with rounded corners supports balance and keeps the mark from feeling heavy.
The updated image is described as friendly and cheerful, with a light touch of irony and openness. The company communicates these qualities through advertising, social media, and in-store. The new slogan “Bring Home More Good” emphasizes the brand’s desire to offer customers products, value, and comfort.
Changes also affected the assortment. Private label products received new packaging, including the well-known Lip Lickin’ Chicken. At the same time, the retailer is investing in convenience through online delivery and special kiosks for product returns.
Winn-Dixie is expanding by opening and modernizing stores, including an already-operating location in Williston and planned updates to former Hitchcock’s Markets in Alachua and Keystone Heights. In November, the store in St. Cloud was renovated, becoming an example of the new approach to space organization and service.
The company believes this step represents a return to its roots while also serving as a statement about the future. Winn-Dixie’s positioning is tied to a local way of life and a history that customers in Florida and neighboring states know and share.