CITY FRESH is a speculative brand identity and wayfinding system for a New York City government-run grocery store, designed to treat food access as public infrastructure. The visual system emphasizes clarity, accessibility, and trust through a restrained palette inspired by NYC neighborhoods and the open-source typeface Inter.
The project includes storefront branding, interior wayfinding, aisle markers, price signage, iconography, and reusable bags, all built on modular grid rules for consistency and scalability. City Fresh demonstrates how design can function as a public service—supporting intuitive navigation, equitable access, and a dignified everyday shopping experience.
