Introducing a new brand design to establish The Whole Fruit and Grocery Store as a must-stop local shopping destination.

Case Study

The Challenge

The Whole Fruit and Grocery Store provides fresh, high quality fruits and groceries including a gourmet Italian deli bar with plans for future additions in-store.

Previously operating as Southgate Best Fresh, a new brand design and shop signage was required to reflect the upgraded store offerings and their shift towards specialised gourmet foods and produce.

The Solution

Percept Brand Design repositioned The Whole Fruit and Grocery Store as an must-stop in the Sutherland Shire,
drawing inspiration from iconic train signs. The new brand design concept aligns perfectly with the company’s visions for expansion into multiple stops within the store, including a cheese room, yoghurt bar and juice bar.

The detail within the logo design references natural sunshine and lands – key components in nurturing fresh produce. The rustic colour palette utilising brown tones, adds an organic look and feel, with consideration to the interior revamp with timber veneer and rustic finishes.

As part of this brand design project, Percept also gave a complete facelift to the exterior shop signage, ensuring it communicated the same messaging as the new brand identity. The refresh effectively communicates The Whole Fruit and Grocery Store as the go-to in the Sutherland Shire community for shoppers and locals looking for gourmet foods and fresh, quality produce.