Food Is Central to Being Human

Good Foods is a true original. Founded in 1972, the Co-op is Kentucky’s only locally owned and operated cooperative grocery. They bring farmers face to face with the folks serving a child their first solid food, preparing a meal for a first date, participating in the mundane but essential act of coming together for nourishment. Half of every dollar spent at Good Foods goes directly back to the community. With 6,700 owners, Good Foods Co-op truly lives up to its name. This natural food branding project is a return to these cooperative origins.

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The Story of Food Was Our Guiding Principle

Taking the Story of Food as our guiding principle, we created an identity that brings every part of the Good Foods process to life – from the farm to the dinner table. Our work revolves around a parade of icons that illustrates the story every step of the way. From there, we built out new collateral: in-store signage, employee aprons, stickers for patrons. We wanted to make something that the diverse group of people associated with the Co-op would be more than excited about, something they would take pride in.


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People's Relationship with the Co-Op

Along with the new identity, we initiated a series of in-depth looks at those people’s working relationship with the Co-op. They live on the Good Foods blog and the billboards that pepper Lexington. The result is fun and engaging; it brings people together just like food.

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Good Foods Co-Op brand campaign launch t-shirts


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