Block Street Market

The initial goal was to develop an identity that was rooted in local farmer’s market culture. It had to feel cultured, but in a structured way that could scale if it needed to. NHA was searching for design elements that could be expanded out into messaging and more.

Illustration styles expanded out into explanations of the company culture and the values that guided the need for easy online organic grocery.

A custom Shopify theme, Block Street Market’s primary offering was ease of use for consumers looking for organic grocery direct to their door. Emphasis was placed on discounted items and diet/allergy sorting.

Block Street Market serves a full range of dietary needs and emphasizes sorting products by key qualities that consumers wanted. This called for extra design attention. Custom icons were created that provided instant recognition for diets that consumers identified with the most.

As an online grocer, Block Street’s only physical touch point is delivery. It was vital that the experience be a personal one. Messaging for key company values and calls to action for following on social were included in brand.

Additionally, a patterned tape and wrapping was developed for future use in a variety of delivery formats.

Block Street Market took on more local brands, custom photography became a need for pushing discounts and featured items. Photography had to mesh well with existing product brand and BSM’s visual elements.