Freelance
Amigos Mios
Rebranding a 20+ year grocery store
Freelance
Rebranding a 20+ year grocery store
Before Amigos Mios, they were called Pacific Sun Produce. This was the name passed down to the store owners, Susan and Richard, from the previous owners. They have been operating under the name Pacific Sun Produce for more than 20 years. However, as times change, the small grocery store struggled to stay afloat, facing challenges like the increase in small business taxes , competing grocery store giants and recently, the pandemic. The business owners over the years have slowly played to their unique trait -- they were immigrants from Venezuela, thus they were able to speak spanish. This unique trait allowed them to freely speak Spanish to Spanish speaking customers and create a close relationship with them. From listening to their customers’ stories to making jokes in daily conversation, Susan and Richard were able to create a small community revolving around their store. Over time, they slowly started selling more and more hispanic products as some of their latino customers were requesting certain products from them. In late 2020, they decided to go for the jump to change the store name to “Amigos Mios” to better represent their now little grocery store, that was populated with hispanic products.
Word document that Susan sent me
duration
2 Weeks
My role
Brand Designer
Before Amigos Mios, they were called Pacific Sun Produce. This was the name passed down to the store owners, Susan and Richard, from the previous owners. They have been operating under the name Pacific Sun Produce for more than 20 years. However, as times change, the small grocery store struggled to stay afloat, facing challenges like the increase in small business taxes , competing grocery store giants and recently, the pandemic. The business owners over the years have slowly played to their unique trait -- they were immigrants from Venezuela, thus they were able to speak spanish. This unique trait allowed them to freely speak Spanish to Spanish speaking customers and create a close relationship with them. From listening to their customers’ stories to making jokes in daily conversation, Susan and Richard were able to create a small community revolving around their store. Over time, they slowly started selling more and more hispanic products as some of their latino customers were requesting certain products from them. In late 2020, they decided to go for the jump to change the store name to “Amigos Mios” to better represent their now little grocery store, that was populated with hispanic products.
The logo idea was from Susan, she had a vision of what the logo should look like. She sent me her vision that she created in Microsoft Word. I took her idea and spiced it up a little to have more of a logo feeling.
Stacked and rectangle logo of Amigos Mios
The business card needed to have larger text size to be legible for all audiences. Simple and gets the message across.
Business Cards
Changing the business signage was fun, it was my first time designing for a store front. Learning how to ensure the logo is visible from afar.
Susan also wanted to upgrade the labels she used on her products, the only constraint she had was to ensure the smaller sticker labels she used fit in the branded labels. Using the constraints of the smaller label, I designed branded labels for her to put on her packaged products.
Signage Iterations
Store Front