Good Foods is a true original. Founded in 1972, the Co-op is Kentucky’s only locally owned and operated cooperative grocery – and boasts 7,000+ co-owners. They focus on local, natural, organic, non-GMO products and wholesome foods while supporting over 250 Kentucky farmers and producers. Their grocery is connected to a café, where they serve great, healthy food. Having a lot of history is a good thing, but it comes with baggage. They had not looked at their branding in over 10 years when they engaged us to rethink how they look and feel.
Many of our employees are Good Foods customers, and a couple are even owners. We grew up going there, so it was a pleasure to get to know them again. Along with our standard competitive landscape analysis, we spent a lot of time in their store and café. We also had the chance to engage with farmers and customers, to learn more about why they chose Good Foods. At the time of this rebrand, Farm to Table had already become a cliché. But we saw a lot of opportunity in telling the story of Good Foods, and the story of food.
The new Good Foods identity is informed by their process and inspired by the friendly, thoughtful folks that choose this place. Our work hinges on a parade of icons that illustrate the story of food every step of the way.
From these bright colors and fun icons, we built out new collateral, including 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. We helped Good Foods launch their new identity through an ad campaign that told the story of one of their local product providers.
We partnered with Good Foods to activate their new branding on their signage – both inside and outside the store. Their store is now a more accessible, engaging space. New signage attracts customers while new structures simplify the shopping experience and create a spirit of inclusivity. Combined with its brighter, more energetic identity, Good Foods Co-Op is a gathering place for family and friends – of nourishment in all its forms.