Identity for a new convenience store chain for people who are conscious about sustainable, locally produced goods and making an effort for a shopping experience with minimum waste. I played around the idea of a pantry room and wanted to make that cozy & homey feeling of a pantry storage approachable for modern people so I came up with the idea of simplified shelves as the basis of the identity. The colour palette with soft tones conveyed the idea of bringing fresh and natural products to it's shelves, looking friendly and approachable overall.
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