For more than 40 years, the Lexington Co-op —or “the Co-op”—has been a pillar of its community. In anticipation of opening their second location, Block Club was tasked to lead the rebrand. We began by simplifying the name, from “The Lexington Co-operative Market” to “Lexington Co-op Markets.” A refreshed visual identity design retains the familiar apple mark, simplifies the color palette, and introduces contemporary sans-serif lettering. A comprehensive signage plan for the Hertel Avenue store includes main signage, window vinyl, patterned frosted glass for privacy, huge flexible posters and banners that announce store specials, seasonal offerings and store hours, and more. Interior signage includes environmental and experiential graphics in hickory wood, chalkboard surfaces and brand colors. A 14-foot chalkboard map highlights local farmers and providers, and vinyl graphics and murals welcome customers and reinforce values; a marquee-style bulk sign adds character. New signage and interior graphics were later implemented at Elmwood. Collateral materials were updated, and a comprehensive brand standards guide gives the client tools to carry the brand forward, and the flexibility the Co-op needs to grow with its community.