Angelo Esquivel
Client
DAVIS FOOD CO-OP
Community-owned grocery store serving Davis, CA
Role
Branding · Outside Signage · Illustration · Signage Systems
Overview
The Davis Food Co-op was ready for a brand refresh that reflected who they are today—community-driven, values-forward, and approachable—without losing the trust and nostalgia they’ve built over decades. This project became a multi-phase collaboration focused on clarity, connection, and real-world impact inside the store.
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The Challenge
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Brand messaging wasn’t reaching shoppers clearly
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Signage was visually overloaded and inconsistent across departments
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The Co-op needed modernization without losing its neighborhood feel
The biggest issue wasn’t aesthetics—it was communication.
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The Approach
The process began by setting assumptions aside and listening—to staff, stakeholders, and how people actually move and shop in the store.
The goal was to create a visual system that felt warm, legible, and human. One that balanced nostalgia with clarity and helped the brand speak more clearly to its community.
Collaboration with stakeholders was essential. Their insights shaped decisions at every stage and ensured the work felt authentic, not imposed.
Process
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Create new logo and monogram
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Defined a clear color and typography system
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Simplified messaging for readability at distance
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Introduced illustrated elements to humanize the brand
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Designed with longevity in mind—not trends
Department Rollout
The first implementation focused on the Meat Department, establishing a visual foundation using The Dark Pacific Blue as the primary background color and 4K White for headlines and
key text.
Clear, friendly signage paired with real faces and products helped shoppers connect more easily with what the department offered. That summer, both departments saw an increase in sales—highlighting the relationship between clearer branding and buying decisions.
The system then expanded into Deli, Specialty, and Refill, where the goal shifted toward a more playful yet elevated feel. Custom patterns inspired by old markets added texture and warmth while maintaining consistency.
As the Co-op adjusted its strategy to focus more on sales, the visual system supported that shift—helping the store give back more to the community.
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Extended Applications
At the same time, updates were made across endcap signage, advertising, campaigns, flyers, and in-store forms.
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The tomato character I created became a recognizable brand element—appearing in signage, ads, and merchandise sold in-store. Messaging across all materials was simplified to reduce
information overload and better match how people actually behave in retail spaces.
By listening, adapting, and refining, the brand became more cohesive and effective.
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Services Provided
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Brand Identity
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Graphics
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Illustration
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Signage Systems
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Campaign & Retail Design
Outcome
The rebrand was met with positive community feedback, and the updated identity supported a range of marketing strategies with measurable results:
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Meat sales saw a 15% average growth year-over-year, with Week 27 showing a +41% increase.
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Beer & Wine sales experienced key peaks of +22% (Week 21) and +12% (Week 27)
This demonstrated a direct link between the refreshed branding and increased customer engagement.
The project’s success was amplified by the collaboration with Co-op stakeholders, whose insights brought clarity, authenticity, and purpose to the final identity.