The Crunchy Grocer is Coming To Loveland

At long last, Loveland will have a natural foods grocer. Locals Jonas and Missy Buehl have dreamed about starting this store for years, and we’ve never met anyone more passionate about wholistic eating and living. We love people that love what they do so when they came to us for their brand, we couldn’t have been more excited.

They wanted something that was fun, lighthearted, and completely unique to their personalities. It needed to feel local, like them. They had already come up with the name The Crunchy Grocer (which we loved), and they told us they wanted to play on the slang and the fact that they know there’s a stigma surrounding the natural foods industry. They are ‘Crunchy’ and proud of it, but they get it, being ‘Crunchy’ is also funny (if you’ve never looked up this word on Urban Dictionary you should, we all laughed so hard at the examples).

To achieve the right combination of local, quirky, and unique, we chose to customize their type by drawing it and cutting it out of construction paper. The wonderful thing about type done by hand is that no one else will ever have the same thing, which makes trademarking a breeze. The Logotype we created can stand alone, and does in instances such as their signage, but we still wanted to come up with a way to express the actual experience of crunchy.

We started experimenting with things that would have a bite taken out of them. Things that would actually be crunchy. It all made such good sense, bites out of groceries. There couldn’t be a more direct correlation (genius!). But then, on a whim we decided to start taking bites out of things that you don’t take bites out of… peanut-butter jars, whole eggs, people… and suddenly it was funny. We laughed. The Buehls laughed. It was just enough and we all knew we had a winner.

We’re so proud to have been involved in this endeavor, and are so excited for the store to open. If you haven’t already, go ‘Like’ The Crunchy Grocer on Facebook to get the latest updates on the opening of their store!