The Urban Grocer is a digital food media brand for the urban food community.
Employing a 360-brand model, they create curated content across multiple platforms to connect emerging food pioneers and independent food movements with a global food community of urban influencers.
With crowd-sourced content and data from this audience plus expert knowledge of the space, The Urban Grocer then creates bespoke, sponsored and licensed content for high-level media players and brands. They are inspired by a true passion for food and by the exciting influx of new food experiences increasingly available. They are a means to find and share this shift and to celebrate food as lifestyle.
What was the problem?
We have worked with The Urban Grocer since 2009. They came to us with a simple project at first, but this has grown and grown. In the beginning they required a new website/blog that allows them to showcase the best and most cutting-edge food discoveries from around the world. In addition to this they wanted a new brand identity to community the fun, rawness and edginess of the name The Urban Grocer.
As The Urban Grocer has grown so has our list of problems to solve. From infographics, to new website sections, to TV titles and presentations The Urban Grocer has come to us for ideas, designs and smart thinking.
And how did we solve it?
Starting with the logo identity we created one that’s fun and easy to customise. The website is made up of content from around so we wanted to allow the brand to adapt to the content too. A colour system was chosen that was complimentary but also individual. The typeface is bold, but urban at the same time and the apple, a staple diet and symbol of food in general, is hidden within the “O” of “grocer.
As the company grows so does the brand and we’re working with them closely to create TV Graphics, presentations, City Guides, a brand new website and a new mobile app for food discovery.
