rainbow grocery & cafe
Founded in 1975, Rainbow Grocery is one of San Francisco's oldest grocery stores. Rainbow has a loyal and expectant customer base, which made it important to retain some of their existing identity. Instead of doing a brand overhaul, I opted to refresh Rainbow's existing system. I also created an additional identity for an on-site café to help attract San Francisco's changing demographic.
COURSE: BRANDING STRATEGIES
INSTRUCTOR: THOMAS MCNULTY
BRAND VALUES: LOCAL, ACCESSIBLE, ORGANIC
It's essential Rainbow remained recognizable.
Rainbow's DNA was kept the same, maintaining the stylized "o" and serif typeface. Customers came to recognize a rainbow icon above the original wordmark. I refreshed the brand by adding budding sprouts and combining them with a rainbow shape.