Reimagining Grocery Stores with Feral Fig
Avoiding single-use plastic in traditional grocery stores is nearly impossible. Feral Fig Neighborhood Market aims to change this with a locally sourced, closed-loop model that makes low-waste living practical and accessible. To bring this idea to life, we needed to design a distinctive brand identity and experience that makes it easy and fun to shop sustainably.
My Roles
Brand Strategy
Brand Design
Naming & Messaging
Awards
One Club Awards Denver 2024 Student Merit Winner
The Strategy
To differentiate and stand out from other local markets and sustainable brands, we positioned Feral Fig as the grocery store that is challenging the status-quo. We chose Denver's RINO neighborhood for the first store, leveraging its edgy, artsy vibe and millennial community to align with the Feral Fig brand.
The Brand Identity
We crafted a brand identity using imperfect, handmade elements to convey a non-corporate, playfully defiant essence. Instead of the typical greens and browns of natural grocery stores, we chose a vibrant blue to signal that this store is different, offering an energizing and refreshing feel.
The Packaging
The key to our packaging design was ensuring it could be sterilized and reused. We chose glass for a high-end feel and designed compostable labels that are easy to wash off during sterilization.
The Outcome
Though Feral Fig is not a real store, it would bring a much-needed grocery option to a developing neighborhood, making it easy for households to buy food and reduce single-use plastic waste. The branding effectively sets Feral Fig apart from its competitors and resonates with urban millennials who are committed to reducing waste.
The Team
Kate Chambers - Brand Strategy, Messaging, and Brand Identity Design
Charlotte Rowland - Brand Strategy, Messaging, and Website Design