The Good Grocer

 Industry  Retail
Scope  Naming / Brand Strategy / Brand Creation / Print / Signage / Uniforms / Illustration / Copywriting

The Good Grocer

 Industry  Retail
Scope  Naming / Brand Strategy / Brand Creation / Print / Signage / Uniforms / Illustration / Copywriting

The Good Grocer

 Industry  Retail
Scope  Naming / Brand Strategy / Brand Creation / Print / Signage / Uniforms / Illustration / Copywriting

The Good Grocer

 Industry  Retail
Scope  Naming / Brand Strategy / Brand Creation / Print / Signage / Uniforms / Illustration / Copywriting
thegoodgrocer-exterior-design

Successful IGA supermarket franchisee Greg Brindle asked us to help him create a new concept store of his own that balanced supermarket needs with a more gourmet offering. We noticed him mentioning aspects like not sell cigarettes which meant foregoing significant profits. We thought, ‘what an opportunity!’ and seized on it to present Greg with the strategy of branding as 'The Good Grocer’ and basing the business around more values-based decisions.

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This was more than 10 years ago and at the time, many would have considered it too risky a concept. But to be successful, entrepreneurs must be visionary and we were thankful Greg fit the bill and could see the potential the idea had, too.

We saw the opportunity for him to push the burgeoning health and mindfulness aspect of the grocery store environment that we knew would become very popular in subsequent years. Aspects such as food miles, paper bags and offering more ‘alternative’, gourmet and health related food items were concepts far and removed from the minds of his competitors. Our involvement in establishing this proprietary brand from scratch meant that we could influence decisions like these, promoting local purchases, more organic, free range and fair trade options and community contribution.

Since launching the concept, many of these ‘good’ initiatives we proposed have become the mainstay of competing grocery outlets, but being a leader way ahead of the curve meant Greg enjoyed free prime-time television coverage due to the store's ethical endeavours. And all these years later and all the while, the 'Good Grocer' name remains a hard working, constant reminder to the public of this point of difference.

The warm palette and graphics help convey the friendly, natural, down to earth attitude and offering of the brand, differentiating it from its supermarket competitors. The heart/apple logo we devised was a little nod to the first store's location in the desirable riverside suburb of Applecross.

The flagship store opened to much success and we're thrilled that the company have expanded further on their good initiatives and have their own extensive line of Good Grocer produce. Since launching the brand has gone from strength to strength expand to three other key locations across the metropolitan area and we're sure that's just the start of more 'good' things to come!

thegoodgrocer-brandmark
GoodGrocer_Window
GoodGrocer_reflections
GoodGrocer-Signage
good_grocer_business_card
goodrgrocer_valuescard
Good_Grocer_pattern
GoodGrocer-Packaging
thegoodgrocer-food-packaging
GGPosters
GoodGrocer_interior_posters
Goodgrocer_interior
thegoodgrocer-bag-design
Good_Grocer_apron
thegoodgrocer-uniforms
GoodGrocer-CounterSign

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