"At the end of last week we presented our identity design proposal for the new Greene Hill Food Co-op in Brooklyn (due to open in fall 2009) to a group of co-op members ranging from VPs to chefs, architects to computer programmers, grad students to lawyers. Greene Hill is one of the most collectively diverse clients we have worked with. And because of the co-op’s non-hierarchical structure, every one of its members has equal say in the development of its identity, along with what products it carries, where it is built, and how it will operate. So it was considered quite a triumph when the design was approved with an unanimous vote by all 27 co-op members in attendance at the meeting."

We used the co-op’s guiding principles as the foundation for the identity, pulling out key words: welcoming, community, affordable, diversity, eco-friendly, healthy, fresh. The identity design is based on the idea of coming together because a co-op is where neighbors, farmers, merchants, and food come together to make quality organic, local food available at lower costs.

To translate that idea visually, we referred to the way pieces of a puzzle fit together. But rather than using typical jigsaw puzzle shapes we created five squares with interlocking nubs and divots that have a more abstract, plant-like, organic feel. These pieces are the building blocks for the identity and will be used to create all of the applications, much like all the different parts of the community come together to create the co-op."

A simple system that is easy to use by non-designers was needed since so many different individuals will work with the various applications. The pieces can be combined in a multitude of ways with type and imagery, so there’s never really a right or wrong way to put parts together, including the logo."

In the coming weeks we will begin implementing the new identity with the website, newsletter, e-mails, flyers, and posters to help garner enthusiasm and support to get the co-op up and running."