The Creation of Azalea’s Market

City of Atlanta x SCAD

Project stakeholders include the Atlanta Mayor Andre Dickens’ Office of Cultural Affairs, Savi Provisions, IGA, and SCAD.

Click below to view the project securing over $8 million in funding to open two stores in Downtown Atlanta:

The Atlanta Journal Constitution Article

Atlanta Mayor Andre Dickens' 2025 State of the City Address

City of Atlanta - Mayor's Office of Cultural Affairs

Problem

Key Insight

We identified several target audiences in Downtown Atlanta.

Our grocery store’s location is given a unique responsibility to meet the needs of an urban, diverse, and community-oriented demographic.

The core demographic spans ages 18-45, residing within a 5-mile radius of Downtown Atlanta.

The primary target audience includes young professionals (strong presence of downtown commuters), college students (strong presence of Georgia State University Students), and local families.

Community and authenticity are essential.

Research showed that our grocery store needs to serve as a community-focused destination that blends the area seamlessly into the experience.

Ideas such as events and partnerships with local connections, visualizing local heritage, and practicing sustainability through local products align with the familiarity of Downtown Atlanta.

Psychographics of potential shoppers include health-conscious, community-driven people who gravitate towards sustainable and locally sourced efforts.

The Ask

Develop and design an affordable, accessible grocery store to serve Downtown Atlanta, where there are identifiable food deserts.

The Problem

The people of Downtown Atlanta are seeking a convenient and reliable grocery experience with fresh, high-quality, and affordable grocery items within their reach.

Key Insight

The people of Downtown Atlanta thrive with spaces that provide community initiative and a connection to the city of Atlanta’s roots.

The Solution

Design an authentic and unique grocery store that integrates innovative grocery experiences with community outreach and support, while speaking to Atlanta’s history.

My Role

Senior Brand Strategist, Copywriter, Video Editor

Underserved communities of Downtown Atlanta face the issue of food deserts.

Certain areas of Downtown Atlanta do not have convenient access to fresh, high-quality, and affordable grocery items within their reach. This jeopardized many areas of health and safety within numerous target audiences of Downtown Atlanta.

Situated in the historic Olympia building near the Five Points MARTA Station lies an opportunity to transform a former Walgreens Pharmacy into an innovative grocery store.

SCAD collaborated with Atlanta Mayor Andre Dickens, Savi Provisions, and IGA to design an innovative shopping environment and experience that brings affordable, high-quality goods to the local scene.

Over 60 students were divided into three teams: Branding, Service Design, and Interior Design.

Strategy

Get the community of Downtown Atlanta, to have their food needs met in food desert-impacted areas, by designing a unique and convenient grocery store experience that provides fresh, high-quality, and affordable groceries, because the people of Atlanta deserve authentic and community-focused spaces that benefit and increase their quality of life.

The Solution

Two brand identities were finalized and presented to our stakeholders: Azalea’s Market (left) and freshpointe (right). Our stakeholders made the tough yet exciting decision to choose Azalea’s Market.

A marketing plan was created to propose the introduction of Azalea’s Market to Downtown Atlanta.

Integrating the roots of Atlanta, Azalea’s Market takes inspiration from the state of Georgia’s state wildflower - the azalea.

The color palette of Azalea’s Market follows the distinctive red clay that is primarily found in the Piedmont region of Georgia, while utilizing a green that evokes a sense of freshness and high-quality services.

Hand-drawn illustrations and handwritten type add to the familiarity of the brand direction’s voice and tone.

The brand direction aims to behave as an easy-to-remember, neighborhood staple, where people find themselves saying, “Let’s head to ‘A’s Market’ for a quick bite.”