Sobey's Urban Fresh is a high end grocery store located in urban centres. They cater to the city dweller who is keen to have a farmers market style experience.
To achieve this desired market, seasonal grocery bags were created to generate the feeling of fresh, bright, and new. The flat design is modern and caters to the urban shopper.
The series using analogous colours to represent the seasons. Each bag follows the same framework, with a change of colour palette, using 5 tones each. To further tie the design together, each bag repeats the apple in the same position in the colour of the palette.
The ‘Sobeys Urban Fresh’ logo has had a colour modification to better suit the analogous theme for the seasonal bags.
Sobeys corporate green has been changed to the colours shown on the side bar. This was done to maintain consistency throughout. The purpose of developing a seasonal bag theme is to further encourage customers to participate in the Sobeys bag for life program. With seasonal bags, not only are they collectable, but they provide incentive for customers to return to Sobeys Urban Fresh to obtain a new bag for every season.
Spring Bag design
Summer Bag Design
Winter Bag Design
Fall Bag Design
The reinvigorating colour change for the logo provides a differentiation from the Sobeys traditional grocery store, by giving them hip, urban and fresh colours for each season.
The side panels throughout all the seasonal ‘Sobeys Urban Fresh’ bags stay the same off-white tone, with rotating coloured apples that match the apple on the front and back panels of the bag.
Example of the full summer bag.
Following the same flat design, an idea for the revamped Sobeys website.
Bringing the farm to the city, fresh herbs are placed in urban posts, with the Sobeys branding.
Bringing the farm to the city, fresh herbs are placed in urban spots such as a newspaper box, with the Sobeys branding.
