An old co-worker contacted me to develop a new logo for her family’s grocery store, which is expanding into a new storefront in Gothenburg, NE. They wanted a logo rooted in the market's previous branding but revitalized in a unique look to attract a younger demographic. Another ask was to incorporate a tree element as the new store would have a large tree in the center of the produce area. I designed the logo to feel like a vintage farm store that the locals would love and a color palette to make the brand feel modern and inviting for travelers.