Food & Beverage
Food & Beverage brand guidelines — colour palettes, typography and design systems for food brands, with honest notes on ownership and where each is made.
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Safeway Brand Guidelines: The ‘Safe Way’ Name, the Flying-S Logo & Albertsons
Brand Guidelines · Field Guide Safeway Brand Guidelines A red ‘flying S’ and a name meaning the ‘safe way’ to shop without…
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Lidl Brand Guidelines: The Name That Dodged ‘Black Market’, the Schwarz Group & Aldi’s Rival
Brand Guidelines · Field Guide Lidl Brand Guidelines A blue-yellow-red discount badge and a name bought to avoid ‘black market’ — Aldi’s…
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Wegmans Brand Guidelines: The Cult Grocer, the Cursive Signature & Family Ownership
Brand Guidelines · Field Guide Wegmans Brand Guidelines A green cursive signature, cult-level loyalty and family ownership — the grocer people petition…
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Publix Brand Guidelines: Employee-Owned, ‘Where Shopping Is a Pleasure’ & the Pub Sub
Brand Guidelines · Field Guide Publix Brand Guidelines Green, employee-owned and beloved — the Southern grocer where shopping is a pleasure (and…
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Aldi Brand Guidelines: ‘Albrecht Discount’, the Nord/Süd Split & the Quarter Cart
Brand Guidelines · Field Guide Aldi Brand Guidelines ‘Albrecht Discount’ distilled to four letters — the no-frills German chain of the quarter…
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Kroger Brand Guidelines: A $372 Start, the Blue Wordmark & the Family of Banners
Brand Guidelines · Field Guide Kroger Brand Guidelines A $372 grocery bet in 1883 that became a family of banners — the…
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Whole Foods Brand Guidelines: The Green Grocer, ‘Whole Paycheck’ & Amazon
Brand Guidelines · Field Guide Whole Foods Brand Guidelines Green, organic and premium — the natural-grocery pioneer nicknamed ‘Whole Paycheck’, now owned…
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Trader Joe’s Brand Guidelines: The Nautical Theme, Hand-Lettered Signs & Aldi Nord
Brand Guidelines · Field Guide Trader Joe’s Brand Guidelines A South Seas trading post with hand-lettered signs and Hawaiian-shirt crews — the…
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Kikkoman Brand Guidelines: The Tortoise-Shell Hexagon & Kenji Ekuan’s 1961 Bottle
Brand Guidelines · Field Guide Kikkoman Brand Guidelines A tortoise-shell hexagon of longevity — and one of the world’s most celebrated bottles,…
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Grey Poupon Brand Guidelines: Two Surnames, Dijon 1866 & ‘Pardon Me’
Brand Guidelines · Field Guide Grey Poupon Brand Guidelines A Dijon mustard named for two men — and an ad about a…
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Frank’s RedHot Brand Guidelines: ‘Frank’s 1920’, the Buffalo Wing & ‘I Put That On Everything’
Brand Guidelines · Field Guide Frank’s RedHot Brand Guidelines A 1920 cayenne sauce, the Buffalo-wing legend and a granny who put it…
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French’s Brand Guidelines: The 1904 World’s Fair Yellow, Turmeric & McCormick
Brand Guidelines · Field Guide French’s Brand Guidelines America’s bright-yellow mustard — a 1904 World’s Fair hit, coloured by turmeric, named for…