PHILADELPHIA-The hunger relief organization Philabundance has hired New York-based brand and design consultants CBX to create a prototype for Fare & Square, a not-for-profit grocery store slated to open this summer in Chester, PA.
Fare & Square will market food staples with a focus on fresh produce, meats, dairy, seafood and frozen foods at every day prices. It will give residents of Chester-identified as one of 35 “food deserts” in the Delaware Valley by the USDA-easy access to fresh food for the first time since the town's last full-scale grocer closed in 2001.
Philabundance recently purchased the town's former grocery building at 3109 West 9th St., and gave CBX the assignment to select colors and materials and create signage and graphics for the 13,000-square-foot store. CBX will also design perimeter departments and the store's center core.
CBX will collaborate with Philadelphia-based LevLane Advertising, which designed the Fare & Square logo for Philabundance, featuring a simple drawing of a purple carrot (with green tops attached) and the words “Fare & Square,” plus the tagline “good food right around the corner.”
Joseph Bona, president of CBX branded environments, said the design will incorporate existing merchandising fixtures, flooring, lighting and signage.
Bona said the design of the store is to reflect Philabundance's goal to create a store that could “look at home in any community.”
“Ultimately, we're designing a neighborhood store that will have the look and feel of a traditional supermarket in that it's clean, well lit, convenient and friendly, but also a place that the community can call their own, instilling a sense of optimism, pride and connection,” he said.
Philabundance hopes to replicate this model in other communities in the Delaware Valley. “Convenient access to nutritious food is a growing and complex problem across the country and in the Delaware Valley, and one that requires a complex solution,” said Bill Clark, president and executive director of the Philadelphia-based organization. “Philabundance has worked on this concept for five years, and we are thrilled to see it coming to fruition to help the residents of Chester.”
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