The client (H.Y. Louie, an independent food retailer in Canada) had a goal of highlighting the market position of “affordable fresh.” The project was to convert a building previously inhabited by Safeway into a completely new grocery destination in West Vancouver, BC. The overall brand and design concept was to exemplify a feeling of fun, wonder, and most importantly, a playground of fresh ingredients to combat the middle of the road grocery feeling of Fresh St. Market’s competitors. We provided full creative concept starting with brand identity, brand name, logo, positioning in marketplace, store planning of interior and exterior of store, lighting, fabrication, and supervision of installation. Thoughtful, visual displays dedicated to each “food destination” throughout the space became a major part of this design. Our firm designed the store to mirror an urban fresh feel, with destination areas employed as visual focal points. Each department acts as a boutique-within-stor