Contributed content – Creative Distillery

Today marks an important milestone for Rainbow Co-op: the natural grocery is launching a new look for the first time in its 32-year history.

“What it means to be ‘green’ has shifted so much more to the mainstream. We want to appeal to the full range of customers, whether they’re just curious about eating organic or committed fully to the lifestyle,” said Steve Whitlow, General Manager of Rainbow. “What remains unchanged is our store’s rigorous buying policy: certified organic whenever possible, with no GMOs, no chemicals, no high fructose corn syrup, and nothing else that compromises the health of the food.”

In May, Rainbow hired local design and communications agency Creative Distillery to update the Co-op’s image for higher community visibility while building on its history and unique personality. Throughout the spring, Rainbow’s staff, board, and customers shared their ideas for making over the grocery and its vegetarian restaurant, High Noon.

“We heard people using words like ‘local,’ ‘healthy,’ ‘organic,’ and ‘friendly,’ to describe Rainbow,” says Darren Schwindaman of Creative Distillery. “Customers deeply appreciate Rainbow’s commitment to pure food for the past three decades, and they want to see the Co-op thrive for many years to come. There’s a consensus that a fresh image is crucial to that success.”

“The new logo references Americana, community, and a relationship with the local farmer. It also visually identifies Rainbow Plaza as a top destination in the Fondren neighborhood for the metro area,” said Schwindaman.

The new logo launches today, and over the coming weeks will roll out to advertising, billboards, and in-store flyers. Soon to come are a new website that is both user-friendly and attractive, and improvements to the interior and exterior of Rainbow Plaza. Rainbow’s popular e-newsletter will soon have a fresh look, and regular Facebook and Twitter updates will keep customers informed about High Noon specials and new arrivals in the grocery.

“We’re thrilled with Rainbow’s new look,” said Luke Lundemo, CEO of Rainbow Co-op. “We’re grateful that so many community members took the time to share their ideas, and we hope they’ll see how their contributions shaped the results. In terms of outreach, we’re just getting started.”

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