Branding a boutique market — Totto's Market

Totto’s Market is a charming grocer in the heart of Chicago’s Printer’s Row neighborhood. Named after the owner’s dad, “Totto,” who dedicated his life to back-bending customer service in the grocery industry, the market carries forward his legacy. Totto’s son, Scott, merged those old-school values with a modern-day approach that listens to the neighborhood’s needs. Here, you’ll find local and imported specialty items other markets don’t carry, alongside everyday kitchen staples. Every detail was thoughtfully considered—even down to wrapping the door handles in leather bike tape, a nod to Totto’s days of cycling.

“Kyle gets it. He took a thoughtful approach from day one and never let up as he brought the branding to life. When I come to work everyday, I’m reminded how focused he was on building something with heart. It makes me smile just thinking about it and I’m grateful.”

Scott Perin — Founder, Totto's Market

Scott is all about making people smile, whether it’s being his charming self or creating moments to brighten their day. We wanted the brand to feel like Scott, warm-n-fuzzy with undeniable character. We made everything feel human by creating imperfect illustrations and handwritten type, along with rubber stamps for the coffee cups and wooden crates so that each is unique. Juxtaposing the human qualities against crisp, clean blocks of color and modern fonts makes the brand feel cool and current.

It was important to Scott that Totto’s Market sell perishable items so neighbors could find everything they need to make a meal at home. We illustrated that point (literally) by representing the different perishable categories you can find at Totto’s in the logo—bakery, floral, dairy, meat and produce. We created a set of 16 food illustrations and used them in different ways to design the collateral.