Wedge Co-Op

Challenge

The Wedge, founded in 1974 as Minnesota’s first certified organic grocery store, was losing carts to its growing competitive set. Not only was organic more widely available, many believed this co-op was exclusively open to members.

Opportunity

We dared the Wedge to dispel the members-only myth and Invite more shoppers to peruse its aisles—all while carrying forward its deep reverence for organic and avoiding any “green-washing” pitfalls.

Outcome

We helped ready The Wedge for the next 50 years with a modern, inviting brand rooted it in its history.