The mayor’s grocery store: Azalea’s market
Mural Illustration by Delaney Williams
grocery store branding in atlanta food deserts
The SCAD Mayor’s Grocery Store Project tackles the urgent need for accessible, quality food in downtown Atlanta, addressing a previously under served community. Situated in the historic Olympia building near the Five Points MARTA Station, this innovative grocery store concept aims to revitalize the area by combining modern retail design with community-centered services. SCAD students collaborated with Savi Provisions and Atlanta’s Mayor Andre Dickens to design a welcoming shopping environment that seamlessly blends the building’s historic charm with contemporary needs. This project emphasizes a thoughtful user experience with a layout designed to make affordable, high-quality goods readily available and a brand identity rooted in the local culture. Through this project, 60+ SCAD students pioneered a new approach to grocery retail in food deserts by creating a space that fosters community engagement, highlights local produce, and supports sustainable shopping practices.
My role as lead designer was to oversee a team of designers to develop a brand name, visual identity, and brand narrative for a new grocery store in metro Atlanta that addresses food insecurity and food deserts.
Azalea’s branding TEAM
Reginald Harrison–Creative Director
Ayanna Martin–Marketing Strategist
Mili Palacios-Ruiz–Marketing Strategist
Isabel Conrath–Lead Designer
Josh Novick–Designer
Caitlyn Divittis–Designer
Delaney Williams–Illustrator
Sofie Wright–Brand Strategist
Andrew Kearney–Brand Strategist
Kieryn Knox–Marketing Strategist
Riya Shah–Designer
Martyn Rhee–Designer
Moses Lauriston–Copywriter
Liu Shang–Video Strategist, Editor
LOGO & TYPOGRAPHY
Our logotype and headline fonts feel handwritten and authentic while still being very readable and approachable. Our tagline and body copy fonts convey a minimal and simplistic style which makes it easy for readers to digest and read quickly. Using a balanced combination of the two promotes a brand identity that will resonate with our target audience and create one cohesive brand voice.
MARKETING PLAN
Azalea’s Personification
To separate ourselves from a higher-end grocery store, the team’s illustrator Delaney Williams developed a personification of Azalea’s with other custom drawn spot illustrations to make the brand more inviting and welcoming for audiences.
ILLUSTRATION ASSETS
To push the brand further as welcoming and fun, the team’s illustrator Delaney developed creatures to use as marketing assets. Based on Georgia’s top produced and exported products, she made a series of chickens rendered as foods such as blueberries, peaches, pecans, peanuts, spring onions, and bell peppers.
