Elliana Lee

Graphic Designer

Town Square

2022
Packaging,
Identity,
Installation

Recognition:
Pentawards 2023
Gold Award

Town Square is a project that reimagines Walmart’s private label, Great Value as a sustainable yet affordable and convenient brand.

The new identity starts a dialogue about sustainability, creates a lively, educational environment, and establishes itself as a lifestyle, beyond just the products.

The wordmark and logoform for Town Square represents an aerial view of a town square, and depict botanical elements like flowers and produce, to instill a wholesome quality to the brand.

The logo as a whole is made up of smaller, individual modules that come together to create something larger, which reflects the importance of community.

The color palette is wholesome and natural, to capture the eyes of customers browsing shelves, and paints the picture of a bright day surrounded by nature.

Trade Show Installation:

At a trade show, the packaging can be displayed on structures that respond to the viewer’s interactions. Information like the sustainability of the packaging is displayed.

Special Thank You To:
Andrew Gibbs, Javier Palorames, Jessica Deseo, Miles Mazzie