The Challenge
PCC helped define the natural foods movement long before organic became mainstream.
The challenge was that the rest of the grocery industry had caught up.
What once made PCC unique was now available almost everywhere. New leadership saw an opportunity to modernize the brand, but needed to do it without losing the cooperative values that had defined the organization since 1953.
Before
After
What We Learned
People didn't love PCC because it sold organic food. They loved PCC because it represented a different way of doing business. Community ownership. Trust. Local relationships. Food standards people didn't have to second-guess.
The co-op wasn't a feature. It was the story.
What We Did
We repositioned the company from PCC Natural Markets to PCC Community Markets, putting the cooperative model at the center of the brand.
From there, we developed a new identity system, messaging platform, advertising campaign, website experience, packaging, environmental graphics, and internal communications. The "Eat Up." campaign transformed healthy eating from something restrictive into something joyful, generous, and deeply connected to Seattle food culture.
What Happened
The results were immediate. Membership increased 30% compared to the previous year, website traffic hit an all-time high, and transactions across PCC's ten stores increased between 5% and 10%.
More importantly, the work gave the organization a clearer sense of who they were and what they stood for.
My Role
I led creative development across strategy, identity, communications, retail experience, digital, and packaging, helping align leadership around a long-term vision for the brand's future.
Agency: Wexley School for Girls
Client Testimony
