Building meaningful brands.
Building meaningful brands.
Established in 1946, Goodwin’s Organic Foods was California’s first and only organic foods market. Since then, they’ve been committed to serving the community with wholesome organic foods and drinks in multiple locations across California.
Goodwin’s Organic Foods has been evolving over the last 75 years as a family-owned business of five generations. As the company continued to grow and expand, there was a feeling to update the brand identity. In early 2018, Goodwin’s Organic Foods teamed with Eric Axelson Studio to design a new identity that better represented the brand and the community that they serve.
After careful consideration, we focused on designing a simple and iconic symbol– an orange based on the original logo. The symbol was related to an original store location, which was surrounded by local orange groves at the time. Some custom work was done on the logotype, and a ligature was made by connecting the “w” and “i,” making the type more distinctive. We kept the same primary colors used previously for recognition but added a secondary color palette to support the identity.
Goodwin’s Organic Foods expanded with a new location, and the brand identity was applied throughout the store’s interior and exterior. Other projects include signage, murals, apparel, bags, and stickers. The brand continues to grow as it’s introduced to former and new customers.