Responses by Perky Bros
Background: Foxtrot Delivery Market is a one-stop neighborhood café and market thoughtfully curated with goods and everyday essentials for young professional Chicago city dwellers. Foxtrot came to us with a logo that was working well, but it wanted to create a more unique experience in its stores across Chicago.
Reasoning: We sought to create a neighborly, yet quirky visual system that Foxtrot could apply throughout its store environments, gift and private label packaging and advertising. There are so many different touch points and design opportunities between a market and its neighborhood, and we didn’t want those to feel sterile or overly repetitive. Rather, we wanted it to feel layered, conversational and well, interesting.
Challenges: Designing greeting cards. Shoutout to Hallmark. It’s harder than it looks.
Favorite details: The gift box solutions and the carryout bags. We wanted people to see these items from across the street and wonder where they came from. Also of note, we also really enjoyed writing about Foxtrot’s in-house gummy bear mashups.
Visual influences: ’50s corner stores, vintage candy packaging, Saturday funnies and fruit stickers. We took inspiration from the American corner store vernacular and juxtaposed it with a more contemporary design sensibility. We had fun with it.
Anything new: Mike LaVitola and the Foxtrot team are incredibly bright. They were an outstanding resource when it came to what made their customers tick. They put a ton of energy into customer engagement both in the store and online. They definitely set a new standard in our eyes.