An old coworker reached out to develop a new logo for her family's grocery store, expanding into a new storefront in Gothenburg, NE. They wanted something rooted in what came before but revitalized enough to pull in a younger crowd. The new store also had a large tree in the center of the produce area, so that had to be part of it.

I designed the logo to feel like a vintage farm store the locals would be proud of, with a color palette modern enough to catch the eye of anyone passing through.