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(Brand guidelines) // Retail

Pop Up Grocer brand
guidelines

Pop Up Grocer’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from popupgrocer.com.

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About Pop Up Grocer

Pop Up Grocer is a discovery destination for new, better-for-you products, bringing together an independent-brand grocery store, café, and online marketplace. Its character is curious, playful, and design-conscious: make grocery shopping feel memorable and fun.

Use the Pop Up Grocer script wordmark as the primary logo and the smiling PUG badge as a compact mark. Keep both in Pop Up Grocer blue on white or pale blue, and don’t redraw, stretch or re-letter the script.

Pop Up Grocer colors

  • Blue

    Signature brand color, logo and text

    HEX
    RGB

  • Light blue

    Light backgrounds

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

  • Black

    Supporting text and graphics

    HEX
    RGB

  • Yellow

    Playful accent

    HEX
    RGB

  • Red

    Playful accent

    HEX
    RGB

  • Green

    Playful accent

    HEX
    RGB

Pop Up Grocer fonts

  • ITC Garamond Narrow

    Headings · 400

  • AUTHENTIC Sans

    Body · 400, Labels and buttons · 500

  • Penny Tile

    Dot-matrix display lettering

Font names only. The Brand Skill download doesn’t include font files.

Pop Up Grocer’s voice

Write with curiosity, warmth, and a playful sense of discovery. Sound like a knowledgeable, friendly host inviting people to explore, not a conventional supermarket or a clinical wellness authority. Celebrate new ideas, independent makers, thoughtful ingredients, and the pleasure of finding something unexpected.

Use lively, conversational phrasing and light wordplay where it feels natural. Brand examples include “Discovery, not just shopping.”, “Grocery shopping, but make it fun.”, and “Thank you for your curiosity.”

Keep better-for-you language considered and inclusive. Avoid body-exclusive terms such as “skinny.”

  • “Discovery, not just shopping”
  • “Grocery shopping, but make it fun”
  • “Thank you for your curiosity”

Dos and don’ts

Do

  • Make discovery and enjoyment central to the brand experience.
  • Celebrate independent makers and products that feel fresh, thoughtfully made, and visually distinctive.
  • Write in a warm, conversational voice with playful wordplay when it fits.
  • Keep better-for-you language thoughtful and inclusive.
  • Lead with Pop Up Grocer blue and use yellow, red and green as playful accents.

Don’t

  • Don’t make grocery shopping feel routine, impersonal, or dull.
  • Don’t use body-exclusive language such as “skinny.”
  • Don’t let a featured retailer, collaborator, or maker obscure Pop Up Grocer’s role in its own communication.

Pop Up Grocer imagery

40 images from popupgrocer.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Campaign and Editorial Imagery

27 images

Use Pop Up Grocer’s own campaign and editorial imagery to convey product discovery, playful curation, seasonal ideas, and the people behind the brand. Keep the brand’s role clear when imagery features another retailer, collaborator, recipient, or featured maker.

  • A bold graphic logo featuring the text "PopUp Grocer" in a thick, white, hand-lettered script font centered against a solid vibrant blue background.
  • A sky-blue wrapper of Drumroll Vanilla Glazed Donuts floats diagonally against a solid cocoa-brown background.
  • A centered glass jar of Sauz Creamy Calabrian Vodka sauce is set against a vibrant green background.
  • A fair-skinned woman with red hair makes a satisfied, closed-mouth grimace while holding a condensation-covered blue soda can labeled 'UNITED SODAS OF AMERICA'.
  • A top-down product photograph features a bright red plastic shopping basket filled with trendy groceries, set against a two-toned blue and grey textured floor.
  • A vibrant yellow bag of Christie's Nacho Inferno potato chips is the focal point of this overhead studio product shot.
  • A vibrant boutique retail interior features a black-and-white checkered floor and a white shelf stocked with non-alcoholic beverages like T’–ST, Kin…
  • Two black cotton baseball caps are displayed against a stark white wall with a vibrant red architectural ledge.
  • Two black baseball caps are featured against a stark white background with a vibrant red geometric shelf.
  • A cream-colored hoodie hangs against a wooden pegboard, showcasing a bold black graphic on its back.
  • A light wood Nordstrom clothing hanger holds a cream-colored poster with two metal clips against a clean white background.
  • A white receipt-style graphic featuring bold serif text reading "Shop Small Gift Guide" is set against a backdrop of draped red velvet.
  • A close-up portrait of Leanne Viola, an Asian woman with a buzzed haircut and a gentle smile, wearing a white t-shirt against a blurred outdoor background.
  • A retro-style graphic features three colorful stickers on a cream-colored, folded paper background.
  • A top-down food photograph features creamy mashed potatoes swirled with vibrant red chili oil, dark seaweed bits, sesame seeds, and topped with sliced green…
  • A wide-angle interior shot of a modern, brightly lit boutique cafe featuring pale yellow retail shelving units against large windows with a black-and-white…
  • A square graphic mimics a chatbot interface in monochrome blue tones, framed by a rounded border.
  • A vibrant, maximalist product shot of a Fishwife x Fly By Jing salmon box resting on a glossy red surface dappled with droplets and chili peppers.
  • A festive graphic against a pale cream background features a thin black wire draped with translucent glass gummy bear ornaments in orange, green, yellow,…
  • Brand image
  • A promotional graphic features a close-up photo of textured vanilla ice cream scoops against a black background.
  • A vibrant blue graphic features white text and logos stacked vertically in the center.
  • A pink resealable pouch of Reform Botanicals Sleep Gummies is centered against a flat yellow background.
  • A minimalist graphic advertisement features a textured cream-colored poster clipped to a light-toned wooden Nordstrom hanger against a plain white background.
  • A light cream-colored poster hangs vertically from a wooden Nordstrom-branded hanger with metal clips against a plain white background.
  • A flat graphic design with a pale yellow background lists mall locations under the bold header "PUG @ NORDSTROM." Two long vertical columns on off-white…
  • A vibrant blue and white wordmark logo for 'thrillist' in a bold, lowercase serif typeface.

Background Imagery

3 images

Use background imagery as backgrounds or supporting visual elements where it suits the composition; keep foreground content readable.

  • A wide, panoramic graphic featuring a classic checkerboard pattern in two shades of blue.
  • A vibrant, cobalt blue graphic features the words "Pop Up Grocer" in a bold, white, cursive-style font.
  • A vibrant blue and light sky-blue checkered banner graphic stretches horizontally.

Retail Experience Imagery

10 images

Show Pop Up Grocer as an inviting, discovery-led place: bright, thoughtfully arranged shelves, distinctive packaging, and visitors exploring the store or café. Favor a lively, human sense of place over generic supermarket imagery.

  • A vibrant, modern retail space features a central circular service counter beneath a large hanging sign reading "Pop Up Grocer & CAFE" in blue cursive.
  • A vibrant high-angle studio shot features multiple blue 'Pop Up Grocer' shipping boxes arranged in a diagonal pattern on a solid yellow surface.
  • A wide-angle interior photograph of a modern, whimsical grocery store featuring a brown and cream checkered floor and high ceilings.
  • A close-up action shot captures thick, vibrant green matcha being poured into a clear plastic cup filled with iced milk, creating a layered swirl effect.
  • A high-angle digital map screenshot of a New York City neighborhood, centered on a red location pin for "Pop Up Grocer" at the intersection of Bleecker…
  • A vibrant boutique retail space features five large, arched red shelving units mounted against a clean white wall.
  • A vibrant top-down studio photograph shows a bright red shopping basket filled with diverse wellness and food products.
  • A vibrant yellow number one sits at the center of a hand-drawn, bright blue splat or starburst shape.
  • A vibrant yellow number two is centered within a bright blue, hand-drawn splat or starburst shape.
  • A playful, hand-drawn yellow number three is centered inside a bright blue, wavy gear-like starburst shape.

Download Pop Up Grocer’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Pop Up Grocer’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 40 images and the logos. The font files belong to Pop Up Grocer, so they’re left out.

Download the Brand SkillZIP, 3.3 MB

pop-up-grocer-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ imagery-campaign-and-editorial.md

│ ├ imagery-backgrounds.md

│ ├ imagery-retail-experience.md

│ ├ colors.md

│ ├ typography.md

│ ├ logo.md

│ ├ dos-and-donts.md

│ └ voice.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from popupgrocer.com on 30 Oct 2026. It isn’t Pop Up Grocer’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Pop Up Grocer and its logos are trademarks of Pop Up Grocer. Rainbrand isn’t affiliated with or endorsed by Pop Up Grocer.

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