Downtown Grocer好鄰居 Downtown Grocer
Downtown Grocer is a vibrant Asian supermarket at the heart of Melbourne’s Chinatown, where bright market energy meets modern convenience. The client wanted a bold, friendly identity: a smiling, square-bodied mascot paired with a clean, geometric wordmark that echoes traditional East Asian shop signs.
An electric-blue palette with neon-green accents evokes fresh produce under market lights. Central to the system is a modular isometric illustration of the store interior — aisles of rice sacks, fruit carts and friendly staff — that can be redrawn for seasonal events and tiled together into a large panorama on walls, packaging or digital screens.
This flexible approach keeps every festive promotion, from Lunar New Year to the Mid-Autumn Festival, cohesive and engaging.
好鄰居 Downtown Grocer 是位於墨爾本唐人街中心的亞洲超市，把市場的熱鬧和現代的便利放在一起。客戶想要一套大膽又親切的識別：一個微笑的方形吉祥物，搭配乾淨的幾何字標，呼應東亞傳統店招。
電光藍配上螢光綠，像市場燈光下的新鮮蔬果。系統的核心是一幅模組化的等角插畫，畫出店內的米袋、水果推車與熱情的店員；插畫可以隨活動重新繪製，也能拼成巨大的全景圖，用在牆面、包裝或數位螢幕上。
這種彈性讓從農曆新年到中秋節的每一檔促銷，都保持一致又吸睛。
From the street to the shop floor從街道到店內
The smiling square mascot and geometric lettering make the supermarket recognisable from the street. The same electric blue continues across staff aprons and shopping baskets, connecting the shopfront to the everyday experience inside.微笑的方形角色與幾何字標，讓超市從街上就容易辨認。相同的電光藍延伸到員工圍裙與購物籃，串連店面招牌和店內的日常使用。
