CARLISLE, Pa. — GIANT Food Stores is rebranding its digital grocery operations.

The new branding — GIANT DIRECT, Powered by Peapod — will replace the current branding of Peapod by GIANT.

The change comes with a new logo bearing the phrase “Direct from us, to you,” the company announced on Monday.

The new brand will debut February 12 with the launch of an e-commerce hub in Lancaster, Pa.

“Not only is the e-commerce hub a completely new concept for us and a first of its kind in our area, it’s the product of a fruitful collaboration with Lancaster Mayor Danene Sorace and local residents to give the Lancaster community the shopping experience they want and need,” said Nicholas Bertram, president of GIANT Food Stores.

”Our GIANT DIRECT, Powered by Peapod location will deliver fresh, quality foods direct to your car, direct to your home or direct to your business,” Bertram said. “We’re thrilled to bring real innovation to Lancaster-area residents. But just as importantly, customers can expect the GIANT Direct, Powered by Peapod experience to be personalized, inspiring and delivered with a smile.”

The 38,000-square-foot hub is the product of a partnership with Peapod Digital Labs.

The grocer’s new e-commerce center offers a pickup option for shoppers who buy online, drive to the hub and have their merchandise carried to their vehicles.

GIANT said the hub opening next month also would give the retailer “deeper delivery reach into greater Lancaster communities.”

Shoppers don’t have to order digitally to use the hub — tablet computers will be available in a walk-up vestibule for order placement.

“Customer choice is at the heart of all we do,” explained Bertram.