NYC Taps Branding Experts to Design 'Authentically New York' City-Owned Grocery Stores

New York City's Economic Development Corp. (NYCEDC), a public-benefit corporation responsible for driving economic growth and development across the city, announced on Tuesday the selection of a specialized consortium of firms to design the visual identity for its ambitious new municipal grocery stores. This initiative, a significant civic undertaking aimed at addressing food insecurity and ensuring equitable access to fresh food, will see five new markets established, one in each of the city's boroughs. The chosen firms—Gander, Librarie, Noble Signs, and Seven Roots—bring a diverse range of expertise in branding, design, and consumer engagement to the project, with the overarching goal of creating a brand that authentically embodies the spirit of New York.

Gander, a strategic branding firm renowned for its work with successful direct-to-consumer brands such as Graza, a popular squeeze-bottle olive oil, and Yellow Bird hot sauce, has been appointed as the project lead. This leadership role signifies Gander's responsibility for overseeing the entire branding process, from initial research and strategy development to naming, brand application, and overall brand development. Gander's partner, Mike McVicar, described his team as "grocery store nerds," highlighting their deep passion and enjoyment for exploring grocery store environments, a sentiment that underscores their commitment to this civic project. McVicar emphasized that the consortium's "top priority is to help make this ambitious effort to address food insecurity in our city as wildly successful as possible, and ultimately help as many people as possible." This involves crafting a brand that resonates with New York City's "infinitely diverse population" and its "really high standards."

Librarie, a boutique brand consultancy that has previously lent its strategic insights to brands like Stiller's and Cann, a notable THC-infused beverage brand, will co-lead on crucial aspects of brand positioning, voice, copy, and naming. Fern Diaz of Librarie expressed a key objective: to transform the language surrounding affordability and abundance, which can often feel like "policy jargon," into tangible experiences that New Yorkers can "feel and experience." This focus on accessible and relatable communication is vital for a public service initiative.

Noble Signs, a multidisciplinary creative studio recognized for its foundational role in establishing the New York Sign Museum, is also part of the consortium, contributing its creative vision to the visual identity of the markets. While its specific contributions beyond this are not detailed, its inclusion suggests a strong emphasis on visual storytelling and public art within the market spaces.

The collective expertise of these four firms is expected to ensure that the city-owned markets are not only functional and accessible but also possess a compelling and recognizable brand identity. This branding effort is considered critical to the overall success of the municipal grocery store program in its mission to combat urban food deserts and provide essential services to residents.