The Good Grocer

Client The Brindle Group
Industry Retail / Food + Beverage

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.

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 of the idea.

We saw the opportunity for Greg 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, 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 was devised was a subtle nod to the first store's location in Applecross.

The flagship store opened to much success and we're thrilled that the company have expanded further on their good initiatives and now have their own extensive line of Good Grocer produce. Since its launch the brand has gone from strength to strength with expansion to ten locations with the enduring promise of more 'good' things to come!

Scope

Naming
Branding & Strategy
Print
Signage
Uniforms
Illustration
Copywriting

Objectives met