It's 9 p.m. on a cold, rainy Sunday night.
You have a whiny hungry kid -- or kids -- in the back seat of the car. You have no time before you're supposed to be somewhere. Your stomach rumbles.
You're in sprawl-land in the Southeast or Southwest U.S.
You see these white lighted lines on a slightly angled roof. They show up in the darkness, from at least half a mile away. They succeed because they're designed to be seen amid the visual clutter of sprawl-land, even in darkness. Because they're part of a roof, they signal shelter.
Those lines are successful because they're simple, clean, visceral. Images associated with food are primal and visceral, remembered easily without words after just a few exposures.
And when zoning codes prevent a big yellow "M," these architectural details suffice.
You're home free.
At the least, you can get a package of about eight grapes and some sweetened yogurt.
The image also carries extreme negative connotations for some people, because of previous overexposure and negative portrayal of the brand in health-focused cultural subgroups. In a recent experiment, 50 percent of style-conscious, health-focused branded young consumers refused the grapes. And sulked.
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