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Friendly City's Fresh Faces

Friendly City Co-op is a grocery store that features a variety of locally sourced products alongside commercialized goods to foster a productive and conscientious community. 

objective

Increase awareness among 22-29-year-old women of the Friendly City Co-op as a convenient, ethical, and sustainable source of groceries. Using an out-of-home medium, position the Co-op as a way to connect with their community and support the local economy.

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big idea

Personify locally sourced goods as members of the community which the consumer can be introduced to. 

deliverables

Student Work
My Team: Meghan Yancy (art director), Taylor St. Pierre (copywriter), and little miss (strategist)

research

80%

American women, under age 35, have altered their food habits as a result of the COVID-19 pandemic [1]

31%

American women are likely to report that they are thinking about food more than usual, which is 10% more likely than men would report [1]

10%

Younger households where females purchase the majority of the food are among the most likely to pay a 10% premium for organic products. [2] 

FRIENDLY CITY FOOD CO-OP

STRENGTHS

WEAKNESS

  • Mindful of waste & consumer needs (e.g., the option to only buy a pinch of spice instead of a full jar).

  • Engagement with city culture

  • Affordability

  • Awareness 

OPPORTUNITIES

THREATS

  • Support during a transition period

  • Working consumers can indulge in their buffet bar for their lunch break.

  • Familiarity with national chains.

  • Willingness to sacrifice quality for convenience. 

[1] International Food Information Council Foundation. (2020). 2020 Food & Health Survey: Consumer Attitudes Toward Food and Dietary Choices amid COVID-19. Retrieved from https://foodinsight.org/wp-content/uploads/2020/06/IFIC-Food-and-Health-Survey-2020.pdf

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[2] Govindasamy, Ramu & Italia, John, 1999. "Predicting Willingness-To-Pay A Premium For Organically Grown Fresh Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(2), pages 1-10, July. https://ageconsearch.umn.edu/record/27385/files/30020044.pdf

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brand guide

  • MoonFlower

    • Do use for headers, event advertisements, pamphlets, brochures, and endcap signage.​

    • DO NOT USE FOR: more than a short line of text.

    • Amatic also works when Moonflower isn’t available.

  • American Typewriter​​

    • Do use for headers, event advertisements, pamphlets, brochures, endcap signage, and store signage.

    • DO NOT USE FOR: more than a short line of text

    • Only use Regular-weight

  • Gil Sans

    • Do use for Co-op Basics, Co-op Deals, Inclusive Trade, Flash Sales

    • This is an NCG (National Co+op Grocers) brand font

    • Regular, Semi Bold and Bold weights can be used.

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