The Davis
Food Co-op Rebrand
The Davis Food Co-op rebrand began
once assumptions were set aside and
real listening started. It was a needed evolution — honoring the Co-op’s
roots while moving it into a new era.
The best part was the collaboration
with stakeholders, whose insights
brought clarity and authenticity to
the final identity.
Like most rebrand processes, this one began with moodboards — each team member bringing their vision of what the new brand should communicate. Once that direction became clear,
I moved into refining the color palette, choosing fonts, and developing the logo. The monogram emerged naturally: a nostalgic type contrasting with a modern logo font to bridge old and new. Below are the approved colors. Every choice — colors, fonts, and logos — was designed not to follow trends, but to last for decades.
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The challenge was that the Co-op’s message wasn’t reaching the community. With the new brand elements in place,
we started with the Meat Department
and Beer & Wine, using Pacific Blue backgrounds and 4K Yellow titles. Featuring real people helped shoppers connect, and the signage stayed clear
and easy to read. After installation, both departments saw a noticeable boost in sales — a clear sign of branding’s impact on customer decisions.
From there, we moved on to the Deli, Specialty, and Refill departments. The goal was a look that felt fun yet still upscale, highlighting the unique products each area offered. Custom patterns were introduced inspired by old markets to add warmth and character. Around the same time, the company shifted its strategy to focus more on sales — a move that ultimately allows the Co-op to give even more back to the community.
At the same time, updates were made across endcap signage, advertising, campaigns, forms, and flyers. The tomato character I created became a key brand element, appearing on signage, advertisements, and even merchandise. Flyers now highlight both the Co-op’s story and current sales, while all signage delivers simplified, clear messages — addressing the challenge of communicating effectively amid massive information. By listening to both what people want and how they behave, the brand became more cohesive. I’m proud to have been part of this process, helping shape a stronger identity that has made a meaningful difference for the Co-op’s future.
