Decatur Fresh

Decatur Fresh

Decatur Fresh is a West Denver marketplace offering an affordable, culturally-diverse selection of groceries. Located in a historically underserved community, Decatur Fresh aims to provide access to food in what is otherwise a food desert, as well as represent and serve the needs of a diverse and vibrant community. 

Decatur Fresh is a West Denver marketplace offering an affordable, culturally-diverse selection of groceries. Located in a historically underserved community, Decatur Fresh aims to provide access to food in what is otherwise a food desert, as well as represent and serve the needs of a diverse and vibrant community. 

PROJECT TYPE

PROJECT TYPE

Brand Identity
Custom Type
Web Design

ROLE

Graphic Designer

CREDITS

CREDITS

Client — Denver Housing Authority
Agency — Wunder Werkz
Illustrations — Brianna Corn

YEAR

2020

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The handcrafted Decatur Fresh logo is designed to be easily readable by non-English speakers. "Decatur" is the street name, but "Fresh" appears in 17 different languages, every language represented within the community. The mid-weight, sans-serif letterforms are simple enough to scale legibly, but subtle curvatures and pinches keep the mark playful and energetic. In application it relies on simple shapes and can live bound or unbound.

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The color palette is inspired by fresh produce, particularly varieties of peppers. It is bright and inviting with ample high contrast pairings to ensure the ability to use large swaths of color and retain accessibility.

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The type designed for the Decatur Fresh wordmark was fully built out for use by the market. Special characters were designed with the double underline found throughout the brand to reinforce identity and address common superscript needs such as pricing in cents.

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