Grocery delivery is not new, especially in Seattle. Amazon Fresh, and other delivery services like Instacart, have become increasingly popular, especially during the Covid era. These delivery services offer conventional grocery store products and profit large corporations. Local Yokels is a service that provides the convenience of grocery delivery with locally sourced products that you would find at a farmer’s market. Local Yokels supports local economies, with $0.95 of every $1.00 going back to the community. Additionally, Local Yokels supports environmental concerns and community-centric values.
How might Local Yokels stand apart from the huge grocery chains in a way that appeals to the Seattle market?
Because there are so many grocery delivery services available, customers expect a certain quality of goods sold. Realizing that the elements that make Local Yokels unique amongst its competitors are actually its values. Highlighting Local Yokels’ mission to provide for both farmers and consumers and emphasize marginalized communities will help Local Yokels stand apart. In order to make this point, the headline has to be delivered in an accessible (and not aggressive) way that would be appealing to consumers, following specific values:
The solution was to emphasize Local Yokels’ justice values in a way that is light hearted and community oriented. Puns would highlight specific call-to-action items and also underline those same community values.
Realizing that the elements that make Local Yokels unique amongst its competitors are actually its values-
Local Yokels’ has a loyal base of customers who’s core values include caring immensely for their community at large and maintaining a wholesome and sustainable footprint. Although price was a concern, more of the audience was willing to pay more knowing that in return they were supporting local businesses and receiving quality foods from people in their own backyard.
The target audience were people in Seattle who already order groceries and are comfortable having them delivered to their homes from major brands: Amazon Fresh, Fred Meyer, Instacart.
Local Yokels’ mission is of-the-people and aligns with protest/resistance art. Because the existing consumer-base understand that the product is farm-fresh, illustration differentiates the service from other companies that rely on food photography. The folk art illustrations are lovingly crafted and celebrate the beauty of the produce and the artistry that goes into growing them. The future customer will feel nurtured, yet empowered. The color palette, therefore, was bold and sophisticated, while also earthy. The colors are authentic and pure. Just like the food you will receive from Local Yokels. By pairing this art direction with dad-humor puns, the solution is friendly but also still pointed. It takes a stance on social issues, but does so in a loving and inclusive way.