GADIGAL LAND |
IGA is a network of over 1400 independent grocers, each with its own unique identity, services, and communities – making a consistent brand difficult to maintain. After doing countless store visits, audits, customer journey maps, and stakeholder interviews, we realised that each store being independent was not IGA's downfall; it was actually their charm.
The identity reflects this charm, aiming to bring heart and soul back into grocery shopping. The system focuses on a limited colour palette and four key typefaces that allow each store to have its own character, but not drift too far away
from their network.
CLIENT: IGA
AGENCY: Interbrand
TYPE OF WORK: Brand
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