Country Squire Foods
A digital asset case study — a complete, on-brand image system for a family grocer’s eGrowcery storefront: banners, department art, tiles and tag icons.
Fresh, local, and on every screen.
The Challenge
Country Squire’s online store ran on eGrowcery with default grey placeholders, mismatched banners and no department art. Shoppers couldn’t feel the local, family-run store they knew in person.
The Goal
A consistent asset system, built to the eGrowcery style guide sizes, so every banner, department page, tile and tag feels like Country Squire on desktop and mobile.
Our Role
Art direction, photography selection, banner and tile design, tag icon design, export specs and admin setup.
Timeline
3 weeks
Team
Designer, store marketing team
Methods
Store audit, style-guide mapping, reviews
Platform
Web + mobile storefront
We walked the aisles first.
Primary Persona
Linda, the weekly shopper
Orders groceries for pickup every week. Wants specials up front and departments she can scan in seconds.
Goals
- Find specials fast
- Browse by department
- Trust fresh quality
Frustrations
- Grey placeholders
- Cropped banners
- Text-only menus
Context
- Weekly pickup order
- Phone and laptop
- Shops for a family
One style guide, every placement.
Before
- 01Random stock
- 02Any size
- 03Grey defaults
- 04No dept art
- 05Off-brand tags
- 06Crops on mobile
Before: assets made ad hoc, at random sizes, with nothing tying them to the brand.
After
- 01Home banners
- 02Hero banners
- 03Department art
- 04Tiles
- 05Tag icons
Every asset is designed at the exact eGrowcery size — 1920×384 banners, 1248×702 mobile, 480×300 tiles, 96×96 tags — with one photo style and brand green.
Specs first, photography later.
Discovery
Store audit and eGrowcery style-guide mapping.
Layouts
Safe zones and text areas for each asset size.
Design
Banners, department art, tiles and tags.
Export
Named exports at exact pixel sizes.
Go live
Uploaded via the Admin Console and checked live.
Layout → Final — Home banner
Layout → Final — Department tile
Layout → Final — Mobile banner
85+ assets, one fresh look.
Farm green, fresh and warm.
Colour
Forest
#0B3D2E
Squire
#115740
Sale Red
#B3363C
Harvest
#E8A33D
Linen
#F4F1E8
Type
Headings — Serif display
Body — Clean sans, uppercase labels
Components
Tag icons
Sale
Organic
Local
SNAPNatural light · fresh produce · brand-green text areas
Three rounds of review, each one calmer.
Round 01
Photo style
What We Tested
Does the imagery feel local and fresh, not stock?
What Changed
Chose warm, natural-light food shots on soft backgrounds.
Round 02
Mobile crops
What We Tested
Do banners still read on a phone?
What Changed
Made separate 1248×702 versions with stacked text.
Round 03
Department tiles
What We Tested
Can shoppers spot a department in a glance?
What Changed
Simplified tiles to one photo and one name.
