Willy Street Co-op
Brand Design
Jake Bujnowski
Photography
Chris Malchow, Jake Bujnowski
Motion & Videography
Jake Bujnowski
Marketing & Communications Director
Brendon Smith
Marketing Manager
Caitlyn Tompkins
Everyone is welcome at Willy Street Co-op!
As a cooperative, Willy Street sometimes struggles with the misconception that you have to be an Owner (the cooperative term for “member”) to shop at their three stores. In reality, anybody can shop at the Co-op, though Owners do receive specific benefits for buying in.
To combat this feeling of exclusivity, a brand overhaul has focused on creating a friendly, easygoing, and welcoming identity for Co-op.
The refreshed branding is led by the approachable Softie typeface combined with the extremely versatile, humanist sans-serif Obviously typeface to create a strong, balanced typographic foundation. Softie is used primarily for branded logos and the occasional header, while Obviously does plenty of heavy lifting with bold headers and branded icons.
The vibrant color palette has been expanded to include darker tones of green and purple to create high-contrast options with the primary palette to place an emphasis on accessibility across assets.
Finally, hand drawn, colorful illustrations pull everything together, leaning into just a little bit of imperfection to emphasize the human nature of a cooperative.
Weekly Sales Posters
Each week of the year, the Co-op has a featured “Highlight Deal.” Between the Highlights, vendor spotlights, and new product features, there have been over 100 posters designed since the fall of 2024.
The Reader
The Co-op’s monthly paper, the Reader contains information about products, sales, events, and always includes a featured article, which determines the basis for the cover art.
Branded Merchandise
Each week of the year, the Co-op has a featured “Highlight Deal.” Between the Highlights, vendor spotlights, and new product features, there have been over 100 posters designed since the fall of 2024.
