DRY GOODS REFILLERY
Dry Goods Refillery is New Jersey's only plastic-free grocery for people who give a fig about food and the earth it's grown from.
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 — they had 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.
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Voice came first. The sustainability space can veer heavy — worthy, but 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. The collection eventually grew into a significant revenue driver and took DGR into the wholesale market.
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 refill revolution deserved a brand ready for it.
Services
Refinement Model
Brand Strategy
Brand Identity
Homepage Design
Signage
Packaging
