As Daily Table — a nonprofit and retail grocery store — expanded from a single neighborhood market to a growing network of stores across Greater Boston, the brand needed a refreshed visual identity that reflected its mission: making nutritious food affordable for all. While Daily Table had built a loyal local following, many new audiences didn’t fully understand its unique model — a grocery store that offers healthy food at affordable prices by operating as a nonprofit. Strengthening brand awareness and communicating this dual identity became essential to supporting continued growth and community engagement.

We led the evolution of Daily Table’s brand system, modernizing the logo and color palette, refining typography, and extending the visual language across packaging, in-store signage, and digital channels. The result is a cohesive, vibrant identity that feels both approachable and dignified — one that clearly communicates Daily Table’s purpose while standing out in a crowded retail landscape.

Beyond design, we oversaw creative direction across all visual touchpoints — from photography and videography to social media and print collateral. This holistic approach ensured a consistent and authentic brand story, whether on a grocery shelf, delivery truck, or Instagram feed. The refreshed brand captures the warmth and optimism of Daily Table’s mission while creating a unified, professional presence that builds awareness, trust, and pride in the communities it serves.

Videography: Charles River Media
Murals: Bullseye Mural Co