A four-company consortium will develop the visual identity for five forthcoming borough markets.
The New York City Economic Development Corp. has appointed a consortium of four firms to design the branding for five city-owned grocery stores. Gander, the studio behind the Graza and Yellow Bird identities, will serve as project lead for research, strategy, and brand development. The group includes Librarie for brand positioning and voice, while Noble Signs will provide historical and cultural consulting. Seven Roots completes the team tasked with creating a visual identity that resonates across all five boroughs. Project leaders aim to translate policy goals regarding food insecurity into an accessible brand experience for a diverse population. Noble Signs, which founded the New York Sign Museum, will ensure assets reflect authentic city culture. This initiative applies direct-to-consumer branding strategies to a major civic infrastructure project, shifting the language of affordability and abundance away from standard government jargon into a cohesive consumer experience.
This project demonstrates how boutique design firms can scale their expertise in consumer goods for large-scale civic infrastructure. It highlights the growing role of specialized cultural consultants in ensuring public-sector branding meets high aesthetic and historical standards.
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