Overview:

Groovsetmarket is a grocery store concept based in Boulder, Colorado, that redefines what ethical shopping can feel like. Never meant to be just another option for local, organic groceries, Groovsetmarket aims to transform everyday consumption into a joyful, mindful ritual. Faced with this brand mission, the project’s central challenge was to move sustainability beyond its usual minimal, muted aesthetics and reposition it as something accessible, vibrant and alive.

Solution:

Drawing inspiration from Boulder’s hippie roots, its eco-centric culture and the founder’s personal story, the identity embraces an upbeat, free-flowing visual system. The concept of “living the groove” drives the entire brand: a curated conscious living as a lifestyle filled with color, energy and community.

The name Groovsetmarket is a unique fusion of groovy, set, and market. It reflects a guided space for good vibes and good living. The phychedelic pattern, created from spinach and apples, two of the region’s most grown fruits and vegetables, turns everyday food into an expressive artwork. It signals that mindful choices can be vivid and fun rather than restrained.

The wordmark and typography balance the grounded utility of WorkSans with the expressive flow of HWT Arabesque, mirroring the brand’s dual nature: playful yet practical, free-spirited yet dependable. A fluid logo icon inspired by founder’s backstory, more precisely, their connection to cycling,  reinforces themes of motion, transformation and accessibility.

The color palette with dominance of a bold combination of deep green and soft pink breaks from the industry’s predictable “natural” tones, giving Groovsetmarket a soulful and artful character. It supports the belief that ethical choices can be flavorful, visually rich and full of optimism.

Beyond visuals, the late-60s inspired tone of voice plays a crucial role in shaping Groovsetmarket into a communal grocery hub. Through a language of collective empowerment, the brand reframes conscious consumption as an inviting lifestyle rather than a chore or requirement. It humanizes the brand mission, softens sustainability messages that might usually sound guilt-based, and establishes Groovsetmarket as a shared ritual that encourages people to grow and groove together.

Overall, the brand identity turns Groovsetmarket into something more than a retailer: a gathering place, a movement, and a fresh interpretation of what a communal grocery space can be.