Day of Design
← All workSuperU Food Mart · 2023

GroceryWordmark and identity · studio design study

It’s all about
your needs.

The wordmark in white on green, re-set from the original web banner

00The project

Client
SuperU Food Mart
Sector
Grocery
Year
2023
Nature
Studio design study

SuperU Food Mart is a 2023 studio design study for an imagined grocery store, made without a client. One of the studio’s designers drew its wordmark: round letters of one even weight, with two leaves rising from the capital U. A leaf green, white and a plain-spoken line, It’s all about your needs, complete the set, which went onto an app launch screen and into eighteen web and social layouts.

  • Wordmark
  • Line and colour
  • App launch screen
  • Web and social layouts

01The wordmark

Round letters,
a U that grows.

Every letter is drawn with one stroke weight. The bowls of p and e are true circles of the same size; the e closes on a diagonal bar instead of a level one; the r is a single stem and a curved shoulder. The capital U stands taller than the lowercase letters and sends up two leaves.

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  1. 1x-height, with the capital U standing taller
  2. 2Bowls of p and e: circles of one size
  3. 3The bar of the e runs on a diagonal
  4. 4One stroke weight throughout
  5. 5Two leaves above the U
Drawn over the original vector paths

02Line and colour

A line that
says it plainly.

The line is set in Poppins Bold capitals, the geometric sans that also sets FOOD MART beneath the wordmark. Posters stack it three lines high; banners run it on one line at the foot. The colours are a leaf green, white and black.

  • Leaf green#397C1D
  • White#FFFFFF
  • Black#000000

In the originals, half of each poster was a stock photograph (kiwis, vegetables); those are not shown, and the leaves of the U, enlarged, fill the space instead.

03App and social

On the phone,
on the plate.

The app opens on a white screen: the logo, a green Shop now button and the line beneath. On social, the logo sits on a round white plate; in the originals the plate was ringed with vegetables from a stock photograph, not shown here, so it is set on green.

App launch screen and social post, re-set from the originals without the phone mockup or stock photograph

The SuperU Food Mart wordmark and identity were designed by one of the studio’s designers in 2023 and are filed with that designer’s logo work: a studio design study. The archive records no client brief or commission, and nothing about whether the brand was produced or launched. The original files are eighteen presentation images, most built on stock photographs (vegetables, kiwis, a hand choosing onions), a phone mockup and a line-drawn grocery pattern; none of those is shown. The wordmark is drawn from its six original vector paths; FOOD MART, the line and SHOP NOW are re-set in Poppins, as in the originals. Where a layout held a photograph, it is shown here as a plain field; on the two posters, the U’s two leaves, enlarged, fill it.