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(Brand guidelines) // Retail

Pop Up Grocer brand
guidelines

Pop Up Grocer’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from popupgrocer.com.

Download the Brand Skill
Pop Up Grocer script wordmark in blue
  • Blue#005CFF
  • Light blue#C7E4FF
  • White#FFFFFF
  • Black#000000

About Pop Up Grocer

Pop Up Grocer is a discovery destination for new, better-for-you products, bringing together an independent-brand grocery store, café, and online marketplace. Its character is curious, playful, and design-conscious: make grocery shopping feel memorable and fun.

Use the Pop Up Grocer script wordmark as the primary logo and the smiling PUG badge as a compact mark. Keep both in Pop Up Grocer blue on white or pale blue, and don’t redraw, stretch or re-letter the script.

Pop Up Grocer colors

  • Blue

    Signature brand color, logo and text

    HEX
    RGB

  • Light blue

    Light backgrounds

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

  • Black

    Supporting text and graphics

    HEX
    RGB

  • Yellow

    Playful accent

    HEX
    RGB

  • Red

    Playful accent

    HEX
    RGB

  • Green

    Playful accent

    HEX
    RGB

Pop Up Grocer fonts

  • ITC Garamond Narrow

    Headings · 400

  • AUTHENTIC Sans

    Body · 400, Labels and buttons · 500

  • Penny Tile

    Dot-matrix display lettering

Font names only. The Brand Skill download doesn’t include font files.

Pop Up Grocer’s voice

Write with curiosity, warmth, and a playful sense of discovery. Sound like a knowledgeable, friendly host inviting people to explore, not a conventional supermarket or a clinical wellness authority. Celebrate new ideas, independent makers, thoughtful ingredients, and the pleasure of finding something unexpected.

Use lively, conversational phrasing and light wordplay where it feels natural. Brand examples include “Discovery, not just shopping.”, “Grocery shopping, but make it fun.”, and “Thank you for your curiosity.”

Keep better-for-you language considered and inclusive. Avoid body-exclusive terms such as “skinny.”

  • “Discovery, not just shopping”
  • “Grocery shopping, but make it fun”
  • “Thank you for your curiosity”

Dos and don’ts

Do

  • Make discovery and enjoyment central to the brand experience.
  • Celebrate independent makers and products that feel fresh, thoughtfully made, and visually distinctive.
  • Write in a warm, conversational voice with playful wordplay when it fits.
  • Keep better-for-you language thoughtful and inclusive.
  • Lead with Pop Up Grocer blue and use yellow, red and green as playful accents.

Don’t

  • Don’t make grocery shopping feel routine, impersonal, or dull.
  • Don’t use body-exclusive language such as “skinny.”
  • Don’t let a featured retailer, collaborator, or maker obscure Pop Up Grocer’s role in its own communication.

More from the Brand Skill

Campaign and Editorial Imagery

Use Pop Up Grocer’s own campaign and editorial imagery to convey product discovery, playful curation, seasonal ideas, and the people behind the brand. Keep the brand’s role clear when imagery features another retailer, collaborator, recipient, or featured maker.

Background Imagery

Use background imagery as backgrounds or supporting visual elements where it suits the composition; keep foreground content readable.

Retail Experience Imagery

Show Pop Up Grocer as an inviting, discovery-led place: bright, thoughtfully arranged shelves, distinctive packaging, and visitors exploring the store or café. Favor a lively, human sense of place over generic supermarket imagery.

Download Pop Up Grocer’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Pop Up Grocer’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

pop-up-grocer-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ imagery-campaign-and-editorial.md

│ ├ imagery-backgrounds.md

│ ├ imagery-retail-experience.md

│ ├ colors.md

│ ├ typography.md

│ ├ logo.md

│ ├ dos-and-donts.md

│ └ voice.md

└ assets/logos/

├ pop-up-grocer-wordmark.svg

└ pop-up-grocer-icon.svg

Rainbrand’s Brand Agent built this Brand Skill from popupgrocer.com on 30 Oct 2026. It isn’t Pop Up Grocer’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Pop Up Grocer and its logos are trademarks of Pop Up Grocer. Rainbrand isn’t affiliated with or endorsed by Pop Up Grocer.

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