Freshpointe - Grocery Concept
Branding
In partnership with the City of Atlanta and mayor Andre Dickens, a talented team of designers at SCAD was tasked with building a concept for a grocery store to service underserved communities in Metro Atlanta.
Client:
City of Atlanta
Role:
Principal Designer
Year:
2024
Challenge
The historic Five Points community deserves food security.
Objective
Launch a localized grocery concept that delivers fresh food, culturally relevant options, and community-powered programming to the Five Points area — reducing barriers to food access while building neighborhood pride and economic resilience.
Results
In a large collaborative effort, my peers and I held a think tank for which the goal was to generate as many ideas as possible. Of the compiled ideas, the best were selected and the concepts were fleshed out. 'Fresh In Five' indicates a fulfilled need for fresh grocery options in the geographic heart of Atlanta, Five Points. The brand mark is composed of a balance between a shield/coat-of-arms and the convenience of a handled grocery bag. The vector mark is simple and can easily be visually translated to fit branding needs. (Like an arrangement of vibrant berries!)