Food Town, a Houston-based grocery chain with 30 area stores, sought to create a cohesive feel throughout its properties — and to improve a struggling public perception — following the purchase of another grocery chain. Design At Work dug in on a brand and message that highlighted what made the neighborhood grocery something special.

A new tagline, “It’s Your Town,” got to the heart of Food Town’s desire to give back to the communities it calls home. Not only does the neighborhood grocery strive to create an affordable, high-quality shopping experience, but to serve its neighbors through fundraising efforts and community service projects, too. Because, as they say, we “eat with our eyes,” Design At Work opted to incorporate strong visual elements, too. Big images of fresh produce, paired with vintage-y graphics and messaging that called out the grocery’s hidden gems, helped convey a store that offers modern-day bells and whistles — while maintaining its old-fashioned charm.