The Harmony Natural Foods Co-op is a non-profit, cooperative grocery store based in Bemidji, Minnesota, and dating to 1977. Harmony provides farm-to-table foods to the greater Bemidji region, and takes care to focus on environmentally aware and socially responsible business practices. This new identity was produced for Harmony’s 2011 re-brand, which is tied to an expansion and relocation to a newly-remodeled retail, deli, and commercial kitchen space.
Harmony wanted this new identity to be welcoming and universal, to strongly represent their identity as Bemidji’s friendly downtown grocer. A friendly script typeface was chosen to represent a classic storefront aesthetic, using modern colors already in the Co-op’s brand palette. The wheat stalk was brought into the wordmark from the previous logo to represent the Co-op’s health food roots. Combined, the mark is simple, approachable, friendly, and classic, with a modern sensibility.