The Grocery Girls Case Study
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.