A grocery feed has two jobs.

Make you hungry, and make you feel clever about money. Esma Fine Foods is a grocery store on Jane Street in Concord — Turkish bakery counter at one end, weekly produce deals at the other. We gave those two jobs two different design languages and held them together with one palette.

01Two lanes

Appetite

Photograph, script name, no numbers

Full-bleed food, one word of copy, logo bottom-centre. These posts never mention money. Their entire job is to put a craving in front of someone who was not planning to shop today.

Price

Grid, weights, old price beside the new

Boards and single-SKU cards. On the discount cards and the weekend board, the old price stays beside the new one. Dense on purpose — a customer scanning these is comparing, not browsing.

02The aislescroll sideways →

03In store

Store POV — 1:30. A shop-with-me: cart down the aisles, items off the shelf and into the basket, deli counter, checkout. Price cards drop in over the picks — the one place both lanes run at once.

Free baklava tasting — 0:15. A standing in-store offer, shot at the counter and closed on the logo. Appetite doing a job no price board can.

04The receipt

ESMA FINE FOODS
9100 Jane St Unit 55 · Concord, ON

Weekly deals boardrecurring
Weekend produce boardrecurring
Single-SKU discount cardson demand
Appetite photography posts5 shown
Store POV reel1:30
Product tasting reel0:15
Palette + type systemlocked

ScopeSocial media

Thank you — come again

Maroon#3B0F0E

Olive#5C6C40

Cream#F6EAC7

GroceryMirza — Headlines
Fresh & OrganicYellowtail — Product names
$7.70 / kgMontserrat — Price grids

Three core colours, three roles. A serif sets the headlines, a script carries the product names, a sans does the work in the price grids.