People’s Supermarket wins brand design award

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Award-winning design

Award-winning design

The People’s Supermarket, the co-operatively-run store opened last year by Kate Bull and Arthur Potts Dawson, has won a design award for its brand identity.

The retailer won the Comprehensive Identity Programme category in the identity design awards run by Under Consideration.

The brand identity was created by London design agency, Unreal, and will shortly feature in an upcoming book and iPad app, which includes all the winners.

Unreal’s brief was to develop an identity to reflect the co-operative’s core values of being communal, affordable and democratic, without appearing too virtuous or elitist. A full identity programme was developed, including logo, in-store POS, advertising, packaging and brand guidelines.

The identity centres around a Euroslot, the hole punched at the top of packaged products around the world.

The strong use of yellow represents the colour of t-shirts given to members when they join. In addition to the core brand, a sub-brand for The People’s Kitchen, the store’s in-house deli was also developed.

The supermarket’s CEO & founder, Kate Bull said: “Unreal have been with us from the start of this project and we asked the team to come up with something that had a modern edge but, didn’t abandon our core proposition and they did that brilliantly. I’m not surprised the work they did has outperformed a lot of the big established brands and these awards and nominations are truly deserved.”

The People’s Supermarket was opened last summer by Bull, Potts Dawson and regeneration consultant David Barrie. It now has 13 paid staff, helped by nearly 1,000 members, serving over 6,000 customers a week and was the subject of a Channel 4 documentary.