The People’s Supermarket – The Peoples Brand

Unreal, a London based branding and advertising agency have recently completed the identity for a brand new co-operative supermarket; The People’s Supermarket.

For the people, by the people
Set up in Spring 2010 by chef Arthur Potts-Dawson, retailer Kate Wickes-Bull and an army of others, The People’s Supermarket is a community-based grocer that’s managed and owned by members and open to everyone. It’s located just around the corner from Unreal’s studio, on Lamb’s Conduit St, London WC1 and is modeled after the popular co-operative ‘Park Slope’ in Brooklyn, NYC.

The People’s Brand
After approaching the Supermarket to design some launch posters, we were tasked with developing the brand, which needed to reflect the co-op’s core values of being communal, affordable and democratic without appearing too virtuous or elitist. A full identity program was required including logo, stationery suite, advertising, Private Brand packaging and brand guidelines.

As the organization is not-for-profit and production budgets are consistently low, the designs needed to be simple to implement. As a result, much of the packaging and print material needed to be produced in-house.

The People’s Color
The completed project is friendly in its look and utilitarian in approach, being applied in a bold, straightforward manner and always appearing in two colors. The strong use of yellow represents the color of t-shirts which members are given when they join.

The People’s Produce
The supermarket has its own Private Brand products made by sourced suppliers, such as The People’s Loaf and The People’s Wine.

The People’s Kitchen
Finally, in recent weeks the supermarket has also opened its own in-store kitchen — The People’s Kitchen. This serves up food cooked by chef Potts-Dawson, using ingredients from the supermarket itself. Unreal were tasked with creating a sub-brand identity for this, whilst retaining much of the features of the original logo. A Private Brand of kitchen utensils was added along the lower bar, and the fonts tweaked to form the mark seen below.

Source: Identity Designed

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.