The Grocery Girls Case Study

The Challenge:

We were approached by the Co-op, who asked us to create for them a vintage logo design that would act as an empowering brand mascot and emblem for their new UK-based social enterprise The Grocery Girls.

The Grocery Girls was formed in 2018 after recognising a distinct lack of senior female leaders across their industry. It acts as a network to drive change for women in the grocery industry. We drew on the rich history of the Co-operative Women’s Guild and its legacy of fighting for women’s rights to inspire our design solution. The Guild’s 1883 founder, Alice Acland, became the inspiration for our original character design, Alice Armstrong.


We created our illustration of Alice by working closely with the Co-op to develop a face that is bright, confident, happy and aspirational, with achievable beauty standards.

For the colour palette, we drew inspiration from the colours of the suffragettes: purple for loyalty and dignity, white for purity, and green for hope, making reference to the guild’s history of organizing political campaigns on women’s issues, including health and suffrage.


The project is still in its early stages, but is quickly gaining momentum and starting to change the interaction between the enterprise and its stakeholders and early audience in a positive and effective way, all with the confidence and assurance of an organisation with a proud history behind it, and a progressive and forward-thinking design team at its side.


Grocery Girls is a social enterprise supporting women to achieve their career aspirations. The CO-OP recognised a distinct lack of senior female leaders across the grocery industry and this network gives talented women the opportunity to come together, share experiences and develop the necessary skills to advance their careers and drive change. Its founders are all incredibly talented women from very diverse areas of the grocery industry – we are empowered for success and will use our talents and achieve great things as we come together. If this sounds like you and you want to get involved visit their website