n its 4th year anniversary, PINO Studio worked with Frankie General Store, a proudly homegrown intentional marketplace where conscious folks can discover over 50,000 local, uniquely crafted, and ethical products crafted by conscious small business owners.

Since it was founded in 2018, they’ve opened up four brick & mortar stores, including one in Paddington, Australia. To celebrate four years of showcasing the unique creations of small-town folks from the Philippines and beyond, it recently unveiled a revamped logo and website to embody its ever-evolving mission better and communicate with its growing conscious community.

Your local store’s new lookIn crafting a new identity for Frankie General Store, it was paramount to encapsulate the brand’s passion for sustainability, along with its warm and welcoming approach to thoughtful consumerism. It's also made to complement Frankie's current aesthetic, making the new identity work well with soft textures and organic shapes.

To differentiate its style from other brands with the same name, the logo displays playful and soft curves reminiscent of vines and leaves growing in nature, while the secondary typeface of thin serifs gives it an elevated and classic look.

The grounded, earthy palette was derived from the natural hues of bamboo, sand, and linen, which reflects the brand’s own mission of supporting brands that engage in honest and sustainable acts at every level.

In crafting a new identity for Frankie General Store, it was paramount to encapsulate the brand’s passion for sustainability, along with its warm and welcoming approach to thoughtful consumerism. It's also made to complement Frankie's current aesthetic, making the new identity work well with soft textures and organic shapes.

To differentiate its style from other brands with the same name, the logo displays playful and soft curves reminiscent of vines and leaves growing in nature, while the secondary typeface of thin serifs gives it an elevated and classic look.

The grounded, earthy palette was derived from the natural hues of bamboo, sand, and linen, which reflects the brand’s own mission of supporting brands that engage in honest and sustainable acts at every level.

A mindfully made digital space

The new Frankie General Store homepage.

Brand elements such as the arches that are seen in physical stores have been incorporated into the website’s layout.

The primary goal for the website revamp was to improve customer experience and recreate the feeling of the brand’s brick-and-mortar stores. In its physical and digital spaces, we wanted to establish a stylistic coherence that would unite the two avenues of shopping. Brand elements such as the arches that are often seen in physical stores have now been incorporated into the website’s layout. In contrast, the brand colors were strategically used all throughout the different pages.

Frankie General Store’s community can now enjoy new features that improve their ability to systematically browse through the marketplace's 50,000 or so ethical products. They can support causes through the Shop By Impact feature, a section dedicated to brand advocacies and browse products that align with their own values.

The Shop By Impact feature is a section dedicated to brand advocacies and allows customers to browse products that align with their own values.

A more comprehensive About Us page details the timeline of the brand’s milestones throughout the years.

On the other hand, a more comprehensive About Us page details the timeline of the brand’s milestones throughout the years, along with more information on its mission, values, and core team. If a user is keen to learn more about a small business in the marketplace, they can simply click on it and will be redirected to a curated business page that includes that particular brand’s story, values, products, and community reviews.

Together with the PINO team, Frankie General Store is making shifts in the way that businesses influence different individuals’ sustainable journeys. The brand’s identity and website makeover is part of its effort to solidify its mission of creating a lasting impact on local communities, culture, and social and environmental initiatives through every meaningful purchase.

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