DRY GOODS REFILLERY

The Opportunity 
Wonder & Co. partnered with Dry Goods Refillery just in time for their expansion into a second location in Montclair, NJ. The brand already moved with levity and sophistication when we met: a recognizable logo, a clear mission, and a growing and eager following. What they needed next was a system that could carry all of it further.

The Strategy
Voice came first. The sustainability space can veer heavy, and DGR wanted to be the brand that proved saving the planet could also be joyful. The tagline, Grocers who give a fig, threaded the brand's wit, specialty nature and mission into a single phrase. From there, Wonder & Co. developed the full brand voice and shaped the homepage, establishing a clear and confident template for how DGR should sound everywhere it showed up.

Design followed. We evolved the existing logo to include a custom icon, a deliberate composition that nods to the full grocery experience and incorporates a fig to echo the tagline. We expanded into a full illustration suite, a playful secondary color palette, and a font hierarchy that could flex across every in-store and packaging application. The work extended into product too: we named and designed the first four scents of The Simmers Collection, DGR's debut seasonal product line.

Finally we took it into the store itself. Location walkthroughs informed the application of the brand across the full shopping experience: window decals, directional signage, a label system for every bin in the refillery, bag stamps, recyclable stickers and reusable labels. Every touchpoint considered, every detail on-brand.

The Results
The Simmers Collection grew into a significant revenue driver and took DGR into the wholesale market. When the original owner sold the business, the brand was strong enough to make the transition seamless. The refill revolution deserved a brand ready for it, and it got one.