It’s an incredible milestone to be in business for over 40 years for any business. After doing just that,Old World Market felt it was time for an upgrade. This supermarket has one of Chicago’s biggest selection of West African & Caribbean imported products and it’s a pillar for many communities in and around Chicago.

Objectives ↙

The challenge with this project was maintaining the integrity of their long-lasting image that’s familiar to its existing customers. We wanted to create new assets and a revamped logo system that resonated with the younger market growing in the community.

Goals : • Retain the 40-year-old brand's integrity. • Create assets for the new, younger demographic of residents in the area. • Develop the businesses' first website with some customer funnels.

Process ↙

We started with a simple rebrand of existing assets. Recreating their logo to adapt to digital uses, which was not a concern 40 years ago, was essential for the foundation. We also chose a different green color that would look much better both on print and digital touchpoints.

Brand touchpoint were created to bring our new image into the consumer’s hands. We created a visually stunning paper bag, new employee uniforms to celebrate 40 years and their first website. We also photographed and edited hundreds of imported products to make sure Old World Market had quality assets when they create marketing campaigns.

Takeaways ↙

It was an honor for Old World Market to trust us with their brand development. Never in their decades long history have they worked with a brand specialist, so we wanted to proceed mindfully and respectfully. We're confident that the West African & Caribbean communities that have shopped at the supermarket for many years will have something new to be excited about. ☻