I decided to go with a logo that would be easily recognizable. Because the name of the store has organic and pre-industrial connotations, we wanted to stick with the "fresh" concept. The logo (created in Adobe Illustrator) was made with that theme in mind. The color chosen was a soft tan. We chose this color to indicate that your company is earth-minded and that the food is all natural. This color symbolizes freshness and harmony, which is exactly what we want your customers to associate your brand with. The compass symbolizes the era we are trying to capture. It is edgy and unique for a grocery store, which will set you apart.

The font for the company name was chosen to mimic the era of post-industrial America. It creates a more authentic experience and delivers a magical element to the logo, as though you are stepping back in time. The secondary font for the logo was chosen as a balancing element. It's straightforward and classy without being boring.