The Good Food Shop is a Delicatessen based in Oxted, Surrey which had been recently modernised. Cream and Jam were asked to design a new brand for the shop which supported this modernisation whilst retaining the existing customer base.

The brief was to create a logo which could be used in a variety of ways i.e. on the business stationery as well as the shop signage - and would fit in with the traditional style of their building, but which also had a fresh contemporary feel to it, so as to attract new customers without alienating the existing ones.

We approached the brief by looking at influences from the 1920s and 30s since these have a traditional feel, but with the clean lines of modern contemporary design. Then modernised the designs further with the use of colour and careful font selection.