The Common Goods Co. strives to be fun and energetic for its consumers, utilizing playful patterns and bright colors to identify the three varieties of sugar: granulated, brown,and powder. The color palette was developed to stray away from primary colors, which currently oversaturate the sweetener market. The logo pays homage to the natural qualities and nature of the product, utilizing a more Art Deco font referencing they handcrafted lettering of small town markets.