The Bayside Lady // Brand identity
Stressful supermarket environments can directly inhibit certain people from participating in grocery shopping. Those with dementia are of particular concern, as well as the elderly and people with autism.
Outcome: Dailies supermarket is a place for people who would not normally be able to cope with a supermarket environment. Instead it provides a clear, structured and informed system that reduces over-stimulation and stress. A colour-coded packaging system is key to this concept, dividing all products into four categories: fridge, fresh, pantry & house.
The Dailies branding and imagery references 1950s handwriting and illustration, a nostalgic queue for the target market.