I buy my groceries from realfood every week. The space is charming, and while their branding might have been fresh at one point, it has lost its youthfulness overtime - at least that it was I have noticed over the past 5 years I’ve been frequenting it.
So I approached them with a pitch to rebrand realfood, and give it the vibrant touch it deserved.
I thought about this rebrand from the perspective of a Gen-Z consumer. What do I want to feel when I’m buying my groceries? I want to feel rejuvenated, energized, excited, clean. What do I want to see for me to feel these things - what fonts make me feel ‘clean’ and fresh? What colors excite me? What images entice me?
I wanted these things, but also wanted to ensure realfood felt true to the identity of its founders - 4 moms. So I collaborated with them on every part of the process, creating a brand that is mature, and elevated, with a slight Gen-Z touch.
