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Valley Natural Foods is a cooperative of people committed to a happy, healthy community, aspiring to live well, dream big and give back by helping each other, and the world, live better. Cue was asked to create a new branded look and feel to reveal the authenticity of the mission and invite a new generation to participate in it.
A fresh take on traditional ideas was designed, with a crafted typographic representation of the name as well as a sunflower mark to add depth and meaning to the system. The identity elements were supported by approachable, playful illustration, applied as murals throughout the cooperative.
The new identity is a reflection of Valley Natural Food’s commitment to community. Friendly and up-to-date, the new identity represents the brand as ever relevant to the growing, thriving community it serves.