The People’s Supermarket [Branding]

The People’s Supermarket is a supermarket Community launched in spring 2010 by chef Arthur Potts-Dawson. Located in the heart of London this cooperative non-profit is unique. Managed and owned by the members, the shop operates on a membership system, it offers local and seasonal products for the lowest prices possible. Design agency Unreal was responsible for developing its branding, with in mind the low budget constraint of the cooperative.

For the people, by the people

Set up in Spring 2010 by chef Arthur Potts-Dawson, retailer Kate Wickes-Bull and an army of others, The People’s Supermarket is a community-based shop that’s managed and owned by members and open to all. It’s based just around the corner from Unreal’s studio, on Lamb’s Conduit St, London WC1 and takes its format from the popular co-operative ‘Park Slope’ in Brooklyn, NYC.

In addition to the membership scheme, much of the produce in the shop is locally sourced, seasonal and sustainable, meaning they stock the best food at the lowest possible prices. The story of the supermarket will be broadcast in its own Channel 4 documentary, due to air in early 2011.

The People’s Brand

After approaching the Supermarket to design some launch posters, we were tasked with developing the brand, which needed to reflect the co-op’s core values of being communal, affordable and democratic without appearing too virtuous or elitist. A full identity program was required including logo, stationery suite, advertising, packaging and brand guidelines.

All photography shot on location at The People’s Supermarket by supermarket members Liz and Max of Haarala Hamilton photography.

More information at www.thepeoplessupermarket.org & www.unreal-uk.com – Thank to www.identitydesigned.com for the tips !