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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

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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.

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