Pop Up Grocer Reveals Brand Refresh By Gander

Emily Schidlt started Pop Up Grocer to offer curated products in a hip, contemporary boutique setting. Pop Up Grocer’s curated selection often features superb packaging, with many familiar brands, such as Glonuts, Magic Spoon, Ghia, Olipop, and Perfy, to name a few. 

Shopping at a Pop Up Grocer is also a limited-time experience, as the locations would be set up and operated for a brief time, just long enough to showcase new items to curious consumers.

Pop Up Grocer has grown and evolved in the last three years and now has plans to open a flagship store in New York City and launch an e-commerce play with a curated subscription service. As a result, Pop Up Grocer felt it needed a brand refresh reflective of the big, upcoming things for Pop Up Grocer and turned to agency Gander to update its visual identity. 

“In 2019, I set out on an experiment. I had no idea what I was doing or what it would become,” Schidlt said. “I really didn't expect it to become anything at all. But, I knew well enough that to put 'its' best foot forward, I needed a logo, colors, and something that would help people understand that I wanted to create a space where everyone was welcome, which resulted in a smiley face.”

“But, we've grown up as a business. When I raised money last summer to open our first permanent store, it forced me to lay out what I want Pop Up Grocer to become,” Emily added. “The rebrand reflects that vision's growth and evolution while retaining what is core to Pop Up Grocer. Our mission is—and has always been—to spread joy through the creation of experiences that champion creativity and foster connection. I hope we can do that for years to come.”

The new wordmark retains that approachability Pop Up Grocer has always had. There’s some movement to the new logo as well, and thanks to the logo’s hand-drawn execution and vintage shop sign inspiration, it feels modern with a retro feel. Similarly, the latest graphics set is friendly, such as the smiley face with a thumbs up, and communicative, like the coffee and set of cans. Some are fun, like the eye with a walking cane and legs for discovery.

Pop up Grocer’s permanent flagship store is set to open this winter and the subscription box in the fall. However, the brand refresh is already in place and can be seen on Pop Up Grocer’s website.