SunCoast Market
An underserved beach community gets a grocery full of local flavor.
Challenge
Infusing legitimacy into a ground-up, grassroots effort.
After years of planning and fundraising, SunCoast Market Co-op prepared to open the doors of what would be the only full-service grocery in Imperial Beach, CA. The store needed to communicate its commitment to quality and fresh, healthy foods while staying true to its homegrown, community-owned spirit.
Visual identity
Making a splash.
The identity is anchored around a visual representation of “sun” and “coast” that playfully hides an “S” and “C” in the cresting wave.
Paying homage to the golden age of Imperial Beach surf culture, the primary typography was inspired by a long forgotten 1970’s display font.
Brand Toolkit
Adding more flavor.
Extending the visual identity, a flexible graphic system draws inspiration from both surf and fruit stickers. Multiple font, shape, and color options provide a recipe for near-infinite variations to highlight important information.
Environments
Featuring fresh.
In store, the identity system comes to life in everything from colorful produce murals to practical, bilingual signage. A series of brand moments scattered throughout reinforce the store’s local roots and commitment to fresh, organic options.
Campaigns
A personality-infused presence.
The brand ingredients combine with an enthusiastic written voice to celebrate the store and its co-op ownership opportunities, as well as more functional, event-based messages.
Clipped out, foregrounded photography highlights the co-op’s focus on fresh produce.
Digital
What’s in store?
Furthering the co-op’s mission to provide healthy food choices for the community, the SunCoast website features daily menus, recipes, vendor profiles, and membership details. Integration with a third-party POS offers online shopping with curbside pickup.
Our new brand is exactly right for us. It’s so classic it will stand the test of time.