GOOD. FRESH. FANCY.
CITY MARKET GREENGROCER
From old Saint John favourite, to elevated City Market destination.
“It’s nerve-wracking to rename a business so many locals know and love.”
These were the words of Darren Lavigne, owner of Pete’s Frootique (now the City Market Greengrocer), when he came to us looking for a rebrand. Yet we tackled it head-on with much enthusiasm and a deep, inherent love for local.
We took an established brand with rich history and made it new. We leaned into what the organization is in its simplest form: a specialty store and grocery experience you can’t get from the big guys.
From here, the slogan “Good. Fresh. Fancy.” was born, and to maintain the shop’s British flare, the City Market Greengrocer felt just right for a new name.
Our design team took the lead on developing the new look, including a logo, shop signage and labelling. We went for an organic, whole foods feel, and collaborated with local businesses including The Sign Shop, Pristine, Promo Heroes, and the historic City Market itself – to ensure the new brand was a seamless fit.
We built a website (the company’s first!) with an e-commerce feature, provided juicy, styled photography, positioned their branding, and wrote snappy signage copy.
This project was truly local to its core, and the uptake and positive feedback was astounding. It got a huge social media response, as well as Huddle, Telegraph Journal, and CTV Atlantic coverage.
“Not enough stars on the rating scale for my appreciation of the team at Duke Creative Collective. They took such great care of every aspect of my project. An absolute pleasure to work with.”
Darren Lavigne
Proprietor and Chief Greengrocer
