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Daily Table

Field Study, Design Research and Creative Strategy, Environmental Design

THE PROJECT

We were tasked with creating a design system for the inside and outside store signage of Daily Table, a grocery store in Dorchester, Massachusetts. Rather than rely on best-in-class examples or what had worked in the past for other grocery stores, we used human experience research to inform the creation of a design system. We observed shoppers within the store not just to determine how they found their way through the space, but how they interacted with other shoppers and the staff. We found that this specific finding – the interpersonal communication among shoppers and staff – was a key informer to how we would choose the color scheme, typeface, and even sign positioning. A set of surveys also provided customer feedback from the utilitarian: Feedback on how best to categorize products; to the human level: How Daily Table was changing their lives and how it could help change the lives of others.

By photographing the food purchased in store, our objective was to show exactly that—what can be purchased at Daily Table at such an affordable cost. This not-for-profit retail store offers a variety of tasty, convenient and affordable foods including “grab-n-go” ready-to-eat meals prepared fresh daily, and a selection of produce, bread, dairy and grocery items. We wanted each poster to convey bounty and the process of diving right into prepping a daily meal.

THE RESULTS

To date, we have worked with Daily Table to create initial signage and development of the store brand system. We are continuing to work with Daily Table to create additional interior signage.


CREDITS

ART DIRECTION / DESIGN: Amy Parker
HX / UX: Chris Bransfield
PHOTOGRAPHY: Carl Tremblay


CREDITS

ART DIRECTION / DESIGN: Amy Parker
HX / UX: Chris Bransfield
PHOTOGRAPHY: Carl Tremblay

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