Pop Up Grocer

Don’t get us wrong, grocery shopping is one of our favorite pastimes. But the modern supermarket is a little tired. Towering aisles of food that rarely hold up to modern tastes. Oversize shopping carts encourage overconsumption as overplayed soft-pop jingles overhead. To be frank, the joy has gone missing.

At Pop Up Grocer, or PUG, none of this tracks. Instead, by drawing on the vibe of mom & pop shops of the past, PUG celebrates small food, new ideas, and encourages discovery, not just shopping. Reliable and delightful, Pop Up Grocer — online and IRL — is a new neighborhood grocer, with as much care for the community as for the items they sell.

We distilled PUG’s mission into a brand idea: A Grocer for the People. When you do as the locals do, you shop at Pop Up Grocer. PUG is your neighborhood spot that’s always new but feels like it’s always been there. The mission for the permanent Pop Up Grocer was to fit within the lives of one-time customers and neighborhood locals alike. To achieve this trust, we took inspiration from other neighborhood staples that serve their communities and create a sense of permanence, trust and real human connection. Think: florists, hardware stores, wine shops, bakeries and bodegas. The hand crafted logo and the Americana palette of red, white (ok maybe more like beige), and blue together with a custom built penny tile font nod to our NY roots and where the new school meets the enduring.

With a physical location in New York, and a Pop Up in Miami, Pop Up Grocer is an experiment in a new wave of click & mortar, a seamless online experience with a real investment in neighborhood economies. On the web, PUG blends utilitarianism with delightful elements like custom illustrations, hilarious copy, and a hand-drawn logo. To be a people’s grocer, PUG elevates the IRL shopping experience through their ever-changing cohort of tasty (and tastefully designed) grocery brands. Virtual or literal, the door is always open.

Brand Strategy
Brand Identity
UX & Web Design
Illustration
Art Direction
Experiential Design
Wayfinding
Social

The inside of the Pop Up Grocer store, showcasing food products on white shelves, black and white checkered floors, and a blue checkout desk

A closeup of an illuminated sphere pendent light, with the word, "ORDER" printed on the front

A dark and light blue Pop Up Grocer style graphic design that reads, "Come On In!"

A closeup of a black and white patch of tiled floor that reads, "What's New?" inside of the Pop Up Grocer store

A person holding a blue Pop Up Grocer branded shopping basket containing store items

The inside of the Pop Up Grocer store, showcasing two wood coffee tables with black chairs, on top of a brown and cream checkered floor

Stacked blue and white Pop Up Grocer cups on a white table

A blue "baseball hat" with the word, "groceries" embroidered it, on top of a blue table

A closeup of a baked treat, sat on top of a Pop Up Grocer branded white paper bag

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