Exploring how the IGA brand could come to life through their new platform, ‘You can’t beat local’. It’s about having the upper hand, knowing where to find the freshest produce, the best cuts, and the real value that only a local store can offer. Our design system embodies this mindset—sharp, confident, and full of character. Inspired by the shape of the IGA logo, it provides structure while allowing for bold, dynamic expression, always staying true to our core. Our photography is raw, real, and full of energy—capturing the hands that pick, prep, and serve with expertise. Close-ups of fresh produce, skilled butchers at work, and local grocers sharing a laugh reflect the authenticity and know-how that define shopping local. A natural, documentary-style approach with rich textures and warm light keeps every shot honest, vibrant, and full of life—just like the communities we serve.
