Unafraid to disrupt even themselves, the Walmart-owned retailer aimed for a more affluent and younger shopper than the average Sam's folks, with quick trips in mind. As Today put it, "This is not your grandmother's Sam's Club," and it proved a vastly different experience from the usual big box, also acting as a technology testing ground.
But before Forbes called them "the most innovative retailer In America not named Amazon,” branding needed to have a tech-forward feel — in keeping with the stores’ wood and charcoal-grey-steel motif — and yet make a connection with the familiarity of the traditional greengrocer.
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