Use this story to introduce the Berkshire Food Co-op to an uninitiated audience through promotional materials, with special attention to press outreach.

Who we are informs what we look like and how we communicate. The following sections review our new look, language, and brand experience. Throughout, we’ll explore the elements that make up the Berkshire Food Co-op brand, bringing it to life.

We were created by and for the families in the Berkshires to improve life in our community. The Berkshire Food Co-op has and always will have a “do it yourself” aspect to who we are.

This brand update aligns with our move to a custom store made for what we do. While it will be a welcome change in many ways (hello, new freezer), we wanted to maintain the handmade, personal touch that is central to the Berkshire Food Co-op’s identity.

The result includes visual and verbal elements that are playful, bright, clean, and a little quirky – just like us.

Logo

This logo is the guiding post for the Berkshire Food Co-op brand. It conveys the future of our work and the character of our organization. Do not replace this logo with any other logo or design.

One-line & Two-line

Use the one-line logo when your design is centered. Place it in the center at the top or bottom of your page.

Use the two-line logo when your design is left aligned. Place it in the top or bottom left corner of your page.

Clear Space

Always keep a standard amount of white space, as measured by the capitalized F, around the logo.

Logo Don’ts

1. Do not stretch or skew the logo.
2. Do not pull apart the logo.
3. Do not color the logo.
4. Do not rotate the logo.
5. Do not add elements to the logo.
6. Do not adjust letter spacing in the logo.
7. Do not outline the logo.
8. Do not add drop shadows to the logo.

Color has an enduring emotional appeal. The Berkshire Food Co-op’s colors are energetic, bright, and fun.

Never use tints or shades of these colors.

By pairing the colors consistently, you can harness the Berkshire Food Co-op’s personality.

Typography Example

Fonts express as much as words.

They convey feeling, establishing a consistent and ownable visual language for the Berkshire Food Co-op.

Headlines

Body Copy

About

As we grow, there are a few things that will change. Space. Layout. Lighting. But there is one thing that will never change, and that’s our people. We help each other, encourage each other, make things for each other. You can see this clearly in our final campaign update video, where we celebrated reaching our goal by dancing with cardboard food cutouts in front of a hand painted sign. Our illustration set offers this sense of human touch, bringing our brand story to life.

Illustration Set

Our illustration set includes imagery from the Berkshires and products that we offer in the market and café. This includes scenery, farm imagery, animals, market elements, bulk foods, drinks, basics, and produce. Try not to veer away from these categories, as they are reflective of who we are and what we have to offer.

Farm Lockups

These lockups are made up of scenery and products from our illustration set, stacked to form scenes that capture the spirit of the Berkshire Food Co-op.

Market Lockups

These lockups are made up of market elements and products from our illustration set, gathered to form scenes that capture the market essence of the Berkshire Food Co-op.

Patterns

These patterns are for use on the Berkshire Food Co-op brand materials.

Handwritten Taglines

Our four taglines are rendered here in Sunrise International, a handwritten block font.

These should be used in launch campaign materials and for broad brand moments, like a window installment or on our website.

Don’t try to copy this font when writing on materials by hand in real life.

Voice Summary

This language is the cornerstone of the Berkshire Food Co-op communications.

It provides the keywords for all language.

Descriptive Tag

Market and Café

Taglines

It’s What We’re Made Of
 
Real Food Matters
 
Real Food. Real Good.
 
Cooperatively Owned.
Community Focused.
 
Food Is Our Middle Name.

Elevator Pitch

We were created by and for families in the Berkshires to bring real food to our friends and neighbors.

Everything we sell is thoughtfully chosen, so you can rest assured that it’s good for you and for our community.

Business Cards

Use these layouts when making business cards.

Letterhead

Use these template when making 8.5 x 11 inch Berkshire Food Co-op letterhead.

#10 Envelope

Use this layout when making #10 envelopes.

Avatars

Cover Photo Options