LEAF
Village Grocer
Your village grocer – Elwood, Hawthorn and Armadale. Local growers, farmers and suppliers. Specialty and artisanal pantry items from all corners of the globe. Explore in-store or shop online. View the market report to find out what’s best in season.
The Leaf Store originated in Elwood thirteen years ago after Leon Mugavin, a fruit and veg wholesaler sold his stall at the South Melbourne Market. We share a passion for quality and an eye for detail.
I’ve worked with Leon from the beginning. Our conversations still loop back to the ‘village grocer’ concept and aesthetic, where the inspiration for the brand started.
In 2020 he opened in Hawthorn and last year in Armadale. We’ve released a fleet of vans to keep up with the delivery demands; created various store and exhibition signage, extended the illustration narrative and continue to thoughtfully and sustainably package new and exciting Leaf product.
The use of brown kraft card is a nod to traditional fruit boxes and the dark tones are suggestive of the 3am market runs – an integral part to every day for Leon.
88% of consumers say authenticity is a key factor in deciding what brands they want to support. 76% of consumers purchase from brands that share the same values as them.
DESIGN Pip Howard
COMPLETED 2022 | ongoing
PHOTOGRAPHY Charlotte Huigsloot | Sammy Green
SCOPE Identity | Strategy | Illustration | Print | Packaging
