Ozark Natural Foods has been a Fayetteville institution since 1971. Over their nearly 50-year history, ONF has taken on many forms: both in where they were located—the porch of original founding members, the back section of Highroller cyclery, a small space off Dickson—and in their branding and identity. As ONF looked to next, it stood at the crossroads of change. How to carry a long-standing legacy that was near and dear to the local community while still inviting in the next generation of Co-Op shoppers?
We met with life-long owners, multiple generations of Co-Op families, long-time employees, and young members of our community. We asked questions, heard personal stories, and got our hands on more historic photos than we knew what to do with. We dove head-first into the long history of ONF and created a strategy that identified what needed to stay and what needed to change.
First: the name. We always say that people will call you what they want to call you. So, we simplified. We didn’t do away with Ozark Natural Foods altogether, but we re-focused the mark around Co-Op. This drew attention to one of the store’s most unique qualities (its distinct cooperative business model). We worked with the architecture firm Modus as strategic and creative partners to bring the new identity to life at the Co-Op’s new location. Modus’ use of natural materials enhanced and activated the new branding across multiple mediums.
From collaborations with Kyya to house-made Co-Op hot sauces, we deployed a kaleidoscope of Co-Op brand colors, natural craft textures, and recycled substrates where possible to create a packaging suite that spanned bottles, bags, coffee cups, prepared foods, supplements, and everything in-between.
We designed uniforms, t-shirts, beanies, and totes that all members of the Co-Op community would love and want to own and wear. Our strategic partners at Creative brought our vibrant designs to life.
Suffice it to say that there are lots of print materials when it comes to running a grocery store. We designed in-channel signage, menus, recipes, farmer spotlights, billboards, and an extremely detailed brand guide to hold them all together as the Co-Op's products and offerings evolved over time.
In anticipation of the new store opening, we created a handful of stop-motion graphics for a campaign that highlighted product and quality excellence. These ads, which were deployed across digital and social platforms, also shared a new massage: for every dollar spent at the Co-Op, 35 cents stays in the local Fayetteville community. Never before had this number been shared in such a clear, prominent way, and there was no better time to remind folks that shopping at the Co-Op was the best way to keep it local.
To bring the full Co-Op experience up to speed, we designed and developed a website that showed where the Co-Op sourced its local produce through local farmer profiles, promoted house-made recipes for all diets, showcased products and weekly deals, and told the long history of the Co-Op and its owners.
To this day, we continue to develop strategies and campaigns for the Co-Op to tell its ever-evolving story and to attract new and long-time locals that make up the community of our own backyard. Since 1971, The Co-Op has kept it local. Now, it's keeping it fresh.