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 with 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 pastels and neutral tones conveyed the idea of bringing fresh and natural products to it's shelves, looking friendly and approachable overall.

Logo versions, stacked and horizontal

Logos in black, on color and in black&white

Horizontal Logo, alternative uses

Icon set

In-store name tags

Store front

Branded store product

Door Sign
Tote Bags
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