The mission of the Independent Natural Food Retailer Association (INFRA) is to strengthen independent natural food retailers through shared resources. Founded in 2004 as a purchasing cooperative for independent grocers, the association had grown so much that even some of its more—now totally more than 300 nationwide—weren’t aware that it also offered resources for training, marketing and operations.
INFRA partnered with Haberman to rebrand the organization and make it clear, at a glance, that it serves as a dynamic connector, resource and leader in the natural food industry. Based on a storytelling platform of furthering the future of real food, the new “plant in hand” logo represents the support and mentorship of a flourishing independent spirit.
Zach Keenan, Design Director, explains, “During our discovery phase, we interviewed both key stakeholders and independent retail members and learned there was a bigger story around the community that INFRA has helped to both create and support. The visual metaphors contained within INFRA’s new brand mark reflect both the nurturing role that INFRA plays and the people who make it possible.”
Keenan adds, “The rendering of the previous brand asset created multiple issues when applied to various environments. Part of the rationale for how the updated mark looks and functions was to give INFRA a visual asset that allowed for effortless application within any given branding opportunity.”
As part of the rebrand and new identity system, Haberman also created a 5-part iconography system supplementing the logo to express Owner Pride, Market Resilience, Internal Excellence, Financial Stability and Purchasing Power. Primarily focused on B2B communications, the rebrand also included consumer-facing elements such as templates for monthly promotional flyers, point-of-sale signage and more.