Bringing the best of the farm, back to the block.
Grit Grocery is a mobile food grocery truck which focuses on local, natural, and unprocessed foods. Grit aims to be a tool in Houston’s war on food deserts by providing community centered conversation and a superior alternative to the current infrastructure and shopping trends in urban areas around the city.
Scope of work
- Brand identity system
- Marketing collateral
- Website Design & Development
- Truck Graphics
- Social Media posts & planning
Unlike traditional local and organic brands, Grit Grocery’s goals and mission did not include being boutique or premium in any way. It was imperative that the brand feel approachable and interesting to residents of any neighborhood or economic status and be adaptable to a multitude of cultural norms associated.
Grit Grocery is energetic and friendly, has a bit of an edge, but steers clear of the expected trappings of the organic food movement.
With a conversation surrounding food and eating habits, Grit and its founders speak firmly about their belief that there should be options that diverge from the big box experience. We wanted to capture the urgency of this message through a bold, primarily black and white color scheme juxtaposed against bright produce photography that felt in the realm of newspaper/newsletter and which let the brand speak loudly and clearly.
We designed the Grit Grocery visual identity to espouse these values through a logotype which is in every way ready-made and accessible. The mark was created from stencils purchased at a hardware store, used to mask spray painted paper, scanned, and then typeset. The relaxed, haphazard letterforms and execution speak not only the language of wooden crates, but also that of political and protest graffiti. This was very appropriate for Grit, whose ideals are more toward that of a social movement than a grocer.
A selection of produce rendered photographically, in halftone, or crudely illustrated add visual texture while multiple typefaces in use create a system which is tremendously flexible, and capable of significant variety.
Shortly after the brand launch, Grit Grocery initiated a funding campaign to raise funds towards expansion and operating more mobile grocery trucks around the city of Houston.
During the process, we created an editorial calendar for social media as well as posts to coordinate with fundraising efforts. Themes included content organized by: Projects & Planning, Conversation Starters, Questions (Why Local?, Why Grit?), Farm & Vendor Spotlights, Grit Recipes & Offerings, Hashtags & Holidays, and General topics.