Colorful illustration with a blue background displaying various objects including a teddy bear, strawberries, watermelon, a sandwich, donuts, a bouquet of tulips, a soccer ball, a wristwatch, a cup of orange juice, a carton of milk, a slice of pizza, and the word 'sameduh' in large white letters.

Sam’s Club

Sam's Club: An Illustration System for a New National Retail Identity

INDUSTRY
RETAIL

YEAR
2026

SERVICES
Brand Illustration System · Illustration · Art Direction

BRIEF
Turner Duckworth came across one of my earlier food illustrations while developing Sam's Club's new brand identity — it shared the same spirit as the retailer's iconic pins, and became the starting point for the brief. From there, the challenge was to build an entire illustration system around that DNA: one that could represent departments as varied as produce, bakery, pharmacy, optical, hearing, floral, auto, and meals to go, while still feeling like it was all drawn by the same hand.

FINDING
Fifteen illustrations, one hero composition, seven days. The system needed to work at the scale of an entire store — cohesive enough to feel like a single visual language, flexible enough to represent everything from a rotisserie chicken to a pair of eyeglasses. Bold, playful, and approachable, the illustrations now live across Sam's Club's new brand identity, rolling out in 600+ stores nationwide.

Sam's Club vintage pin illustration compared to new produce illustration style — origin of the brand's new illustration system
Full illustration system for Sam's Club new brand identity — fifteen custom illustrations spanning auto, pharmacy, optical, hearing, floral, dairy, produce, fresh juice, sushi, bakery, meat, and meals to go
"Pick Me Up At The Club" illustration featuring a red pickup truck — auto department brand illustration for Sam's Club
Custom floral illustration for Sam's Club — bouquet of roses and carnations for the retailer's brand identity system
Broccoli and strawberries illustration for Sam's Club produce department — brand illustration system
Fresh juice illustration for Sam's Club — orange juice cup with straw, part of the retailer's brand illustration system
Multi-department illustration composite for Sam's Club — dairy, produce, sushi, meat, and meals to go categories
Sam's Club digital and in-store touchpoint illustrations — Piece of Cake bakery graphic and Scan & Go floral icon
Egg carton and butter illustration for Sam's Club dairy department — brand illustration system
Pie illustration for Sam's Club bakery department — custom brand illustration system
Sam's Club "Club Life" signage mockup featuring illustrated sandwich icon — brand identity applied to environmental signage
Illustrated club sandwich for Sam's Club — hero composition from the retailer's new brand illustration system