Little Giant Farmers market
Little Giant Farmers Market is a neighborhood grocery chain serving some of Georgia’s most underserved communities. The brand is owned by Jackson Mitchell Holdings, part of Mitchell Grocery Corporation—one of the South’s largest food distributors. When Jackson acquired Little Giant, he saw more than a business opportunity—he saw a chance to bring dignity and joy back to local shopping. His belief was simple: being in an underserved community shouldn’t mean shopping in a run-down grocery store. Everyone deserves access to something good.
Having previously partnered with Mitchell Grocery Corporation, our team was brought back to help reimagine Little Giant for a new chapter. The goal was to create a brand that expressed care, humanity, and modern freshness—something that could both uplift the community and stand out in the regional market.
In our early exploration, Jackson gravitated toward a clean, friendly logotype and a bright color palette. But after visiting the stores and spending time in the neighborhoods, we saw the opportunity to bring back a familiar face—a modernized version of the original farmer mascot. While Jackson initially wanted to move away from that symbol, we felt that a refreshed mascot could capture the warmth, optimism, and local pride that define the Little Giant spirit.
After reviewing the options, Jackson changed course—and decided to bring the mascot back. We combined it with elements from the modern direction to strike the right balance between heritage and progress. The result is a brand identity that feels both fresh and familiar, delivering the friendliness and hospitality the community deserves.
The new system rolled out quickly across stores, signage, and communications—breathing new life into the Little Giant brand. By 2022, Jackson had expanded to five locations across Georgia, with plans for continued growth. What started as a simple refresh became a symbol of renewal—proof that good design, rooted in care, can help restore pride in the places people call home.
Related project: Little Giant Roots Rewards
Research
Having previously worked with the Mitchell Grocery Corporation, we already understood the competitive landscape and what good design could look like in this space. That familiarity gave us the confidence to approach Little Giant as a blank canvas—one where we could rebuild from the ground up. During our store visits, we met the staff, observed the customer experience, and listened to Jackson share his vision for what these stores could become. That combination of insight and heart became the foundation for refreshing the brand.
We began by developing a strategic platform to guide every creative decision, followed by an audit of neighborhood competitors to better understand what resonated locally. It quickly became clear that the existing brand experience wasn’t just outdated—it was unwelcoming. Parking lot signage shouted warnings, and inside the store, messages reminded shoppers they were being watched. It created an atmosphere of anxiety rather than community—something we knew we had to change.
A new farmer walks in
When it came time to reimagine the mascot, I started sketching a new farmer—one that brought energy, optimism, and a touch of Jackson’s personality. We explored a range of directions, from icons and illustrations to simple type-only treatments, but the goal stayed the same: to capture the neighborly spirit of the people who work there and the warmth of the community they serve. The result is a brand that feels bright, approachable, and rooted in genuine care—a true reflection of the Little Giant promise.
Design with Hugo Collective, Christian Dierig, Donna Hadfield, Joseph Maruca, and animations by Paco Aguayo
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Branding