The Anatomy of a Brand Vocabulary

This project involved all facets of design, typography, branding, language, color, illustration, texture and an overall feel and personality that would engage the shopper and employee members of this cooperative.

How do you create a brand new dialog for a consumer cooperative founded in 1935 with over 69,000 members?
(Scroll all the way to bottom
to watch the video on this project)
That was the challenge here. To not overlook the history but to embrace it, to tell the untold story, to share with commitment and roots in a new and refreshing way.
My answer to the above question is what you see below, representing only a fraction of what was done for members, products, special departments, window clings, etc.
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