All systems GO

The Client – Grocery Outlet (GO) is the largest extreme value retailer in the US with over 450 independently owned stores. Founded in 1946, it focuses on affordability and community-oriented retailing to attract budget-conscious shoppers.

The Challenge – Create their first ever own brand portfolio in keeping with the unique nature of the Grocery Outlet customers, mission and stores. The brand should differentiate GO from the competition, and lead rather than follow the crowd.

 

The Solution – A vibrant visual identity was crafted across three brand platforms, food, non-food, and pet care, centred around GO’s fun and playful personality.

The design aesthetic aims to be bold and impactful, featuring unique, hand crafted illustrations that enhance category distinction while reinforcing key product cues.

 

"Collaborating with the incredible GO team to develop their first own label programme has been an inspiring journey, pushing the boundaries of private label design, with standout designs that deliver variety and excitement to the customer's shopping experience."

George Harding - Head of Creative

The addition of the Simply GO brand has enhanced the shoppers treasure hunt experience, ensuring there are delights to be found in every aisle throughout the store.