☕ Supermarketing
A conversation with the design firm working on NYC’s city-owned supermarkets.
Marketing Brew <[email protected]>
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Morning Brew promotes a story about the New York City Economic Development Corporation's efforts to brand the city's first municipal supermarkets. The corporation has partnered with creative agency Gander to develop a vibrant and cohesive brand for the stores. Gander is working with a consortium of design partners to oversee research, strategy, naming, and branding for the grocery stores.
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November 11, 2026
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Presented By
Sponsor Logo: BAMKO
It’s Wednesday, and it’s Veterans Day. Since 1919, the largest Veterans Day parade in the country has been held annually in New York City, and this year’s brand sponsors include JPMorganChase, T-Mobile, and Salesforce.
In today’s edition:
On the bag 🥖
Trading punches 🥊
Buy now, automate later 🤖
—Katie Hicks, Jasmine Sheena, Jeena Sharma
BRAND STRATEGY
Marketing the market
Morning Brew Inc., Photos: Adobe Stock, Unsplash
A gray, drab supermarket? Not in Mamanistan.
This spring, the New York City Economic Development Corporation (NYCEDC) and Mayor Zohran Mamdani’s administration asked branding and design firms to submit ideas for a “vibrant, cohesive brand” for the city’s first municipal supermarkets, ranging from the in-store looks to private-label branding.
An information session in June attracted more than 600 registrants representing 480-plus different design organizations, according to It’s Nice That. In September, the NYCEDC announced the project lead: creative agency Gander, which is behind the branding for trendy CPG brands including Graza olive oil, Yellowbird hot sauce, and Banza pasta.
“It’s kind of the dream project for us,” Mike McVicar, co-founder and creative director of Gander, told us. “[It’s a] convergence of social good, New York City, and food all coming together.”
In addition to overseeing the research, strategy, naming, and branding of the municipal grocery stores, Gander is working with a consortium of design partners made up of brand consultancy Librarie, creative studio Noble Signs, and grocery-store design firm Seven Roots to help develop the overall visual identity.
The first grocery store is set to open in the Bronx as early as next year, and McVicar said Gander and the consortium are hard at work and in constant communication to get things ready in time. We spoke with him about the current state of the project and the creative vision driving the consortium now through 2029, when the final store is slated to open.
For more on Gander and the consortium’s work on the branding and how they’re looking to balance local communities and a five-borough identity, continue reading here.—KH
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AGENCIES
Skip the pitch
two stylized mouths with angry shapes coming out of them in front of a forest green barkground
Richard Drury/Getty Images
The girls are fighting.
In a post on its official Instagram account last week, Publicis Groupe shared a message directed toward WPP CEO Cindy Rose, seemingly in response to comments Rose made during the holding company’s Q3 earnings call, in which she criticized the trend of agencies obtaining business through what she called “this pitchless CEO handshake thing.”
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