POP UP GROCER

Discovery, not just shopping.

You know what we’re about to say: the modern grocery store is a little tired. Narrow aisles of food that rarely hold up to modern tastes. Oversize shopping carts encourage overconsumption as overplayed soft-pop jingles overhead. To be frank, a certain joy is 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. To build this kind of throwback trust, we took inspiration from old school typography and the colors of Americana signage, red, white (ok maybe more like beige), and blue. We even designed a custom penny tile font, for the front door of the internet, a nod to our NY roots and where the new school meets nostalgia.