Reimagining Grocery Stores with Feral Fig
Avoiding single-use plastic in traditional grocery stores is nearly impossible. Feral Fig Neighborhood Market seeks to change this with a locally sourced, closed-loop model. They needed a distinctive brand to compete with larger stores and attract urban millennials, along with reusable packaging solutions.
My Roles
Brand Strategy
Brand Identity Design
Messaging
Packaging Design
Awards
One Club Awards Denver 2024 Student Merit Winner
The Strategy
Our brand strategy centers around the Outlaw archetype, distinguishing Feral Fig from large chains like Whole Foods and Sprouts, and resonating with an audience that rejects the unsustainable status quo. We chose Denver's RINO neighborhood for the first store, leveraging its edgy, artsy vibe and millennial community to perfectly 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 competitors and resonates with urban millennials who are committed to waste reduction.
The Team
Kate Chambers - Brand Strategy, Messaging, and Brand Identity Design
Charlotte Rowland - Brand Strategy, Messaging, and Website Design