New York City awards branding contract for municipal grocery stores

The New York City Economic Development Corporation has awarded a contract worth up to $1 million to Brooklyn-based branding agency Gander to develop the identity for Mayor Zohran Mamdani’s proposed city-owned grocery stores. The project aims to establish a municipally-owned grocery store in each of the city's five boroughs, with $70 million in funding already allocated.

Gander, known for its work with brands such as Graza and Magic Spoon, will collaborate with several firms to develop the stores' names, logos, employee uniforms, and merchandise. The branding effort will involve boutique consultancy Librarie for messaging, Brooklyn studio Noble Signs for storefront design, and Seven Roots, a worker-owned consulting firm from Wisconsin, for operational advice.

According to Economic Development Corporation documents, the project will include focus groups with New Yorkers to help shape the brand. The initiative is intended to provide discounted food options, with some locations expected to offer 30% discounts on certain items. Mayor Mamdani stated that the stores should feel as though they belong to the neighborhoods they serve.