Title

The Good Grocer

Scope

Developed as part of House of Gai’s AI Branding Masterclass, this project explores how AI tools such as Weavy, Nano Banana, MidJourney, and ChatGPT can enhance creative iteration and strategic refinement within a designer-led process.

Overview

The Good Grocer is a neighborhood refill store designed to make sustainable shopping feel like a part of everyday life. Rather than positioning zero-waste as a performance or lifestyle statement, the identity focuses on the idea of routine.

The visual system draws inspiration from the rituals of weekly grocery habits, using produce-led color references and tactile typography to create a feeling of mindful repetition and familiarity. The result is a brand that builds connection through small interactions, helping people feel confident that responsible choices can be simple, local, and rewarding.

Color palette with six vertical stripes: tomato crate red, carrot top clay, lemon peel pop, celery heart green, eggplant purple, canvas cream.
A graphic with the text 'Good weeks start with a top-up.' in large yellow and white letters on a purple background. Notes indicate fonts: IBM Plex Sans and Courier Prime.
Design elements with 'The Good Grocer' in various font styles and sizes, circular logos with 'Sustainable Refill Grocery' and 'The Good Grocer' text, plus a black and white 'G' logo on a green background.

The logo explores how simplicity can communicate care. Created from IBM Plex Sans and manually refined, the interlocking “G” word mark was developed as a symbol of connection and repetition.

Colorful graphic design with four panels, each featuring overlapping letters 'G' and 'g' in different colors and backgrounds, with the phrase 'The Good Grocer' written at the bottom of each panel.

Finalized Logo Variations

Using MidJourney, I animated my original wordmark to translate the tactile motion of twisting a jar open into a brand motion.

A dark blue baseball cap with embroidered initials 'C' and 'G' hanging on a beige wall with shadows.
A beige reusable tote bag with the letters G and C printed in orange and green, placed on a concrete surface outside, with wooden crates in the background.

All designs are original. Explorative mockups created in Figma Weave.

Text on a purple background that says, 'WEEKS WORK BETTER LIKE THIS.' below, smaller text reads, 'Pantry refills. Household refills. Easy.' and at the bottom, on a green background, 'THE GOOD GROCERS'.
A glass jar filled with uncooked rotini pasta against a yellow background with text about starting a refill routine for pantry and household refills.
A flyer with the message 'This routine is worth keeping' in large, colorful text. It includes a small note at the bottom saying 'Bring a container. We'll help.' and has a mustard yellow border at the bottom.
A promotional graphic for The Good Grocer with a message saying, "See you next week" and a jar of coffee beans in the foreground.
A clear glass jar with a metal lid filled with pumpkin seeds, with a green background and overlay text about starting a weekly refill routine.
A motivational poster with a red background and yellow and white text that reads, 'Good weeks start with a top up.' Additional smaller text at the bottom says, 'Your weekly reset, in containers.'