When you’re surrounded by more ads for cloud services than actual clouds, you begin to question whether Bay Area residents ever consume anything that doesn’t come with a heaping side of hashtags. So we consider it a treat when we’re able to work on a brand that sells real, tangible products you can eat – commonly known as “food.”
New Leaf Community Markets is an organic grocery store chain that began in Santa Cruz and gradually spread its way around the Bay Area. After opening a new store in Pleasanton, New Leaf saw an opportunity to introduce themselves to their neighbors through a more distinctive brand. In other words, they wanted to show people they aren’t just a mini version of Whole Foods. We started by crafting a tagline that captures their mission to deliver the freshest, most sustainable, local, and organic products possible. “Purveyors of goodness” encapsulates that idea, and gives New Leaf the approachable neighborhood feel they were after.
