Azalea's Market
Azalea’s Market is a community centered grocery concept created to address food access challenges in downtown Atlanta. As Senior Brand Strategist, I led research and overall strategy for a SCAD team in partnership with the City of Atlanta, Savi Provisions, and IGA to develop a sub brand grounded in local values and neighborhood needs. I directed cross functional collaboration across research, brand, and design teams and presented the final concept to Mayor Andre Dickens, executive leadership from Savi and IGA, and senior SCAD administrators. The outcome is a purpose driven brand focused on improving access, advancing equity, and supporting long term community wellness through a fresh and affordable retail experience.
Client:
The City of Atlanta & Savi Provisions
Role:
Marketing Strategist
Year:
2024
Platforms Used:
Photoshop, Illustrator, InDesign, Figma, ChatGPT, Keynote,
The Problem
A City Without Access
Downtown Atlanta has long faced limited access to fresh and affordable groceries, leaving many residents in a federally recognized food desert. With few full service markets within walking distance, families often rely on convenience stores or travel outside their neighborhood for basic necessities. This gap in access directly impacts health, equity, and overall community wellness, creating an urgent need for a sustainable local solution.
Who Needs This Most?
Azalea’s Market was designed for the residents and workers who move through downtown Atlanta every day. We prioritized working families seeking affordable weekly groceries, college students in need of accessible fresh options, and local business employees looking for convenient and healthy lunch solutions. These groups face limited proximity to full service grocery stores, often relying on convenience retail or traveling outside the neighborhood. By centering their routines and realities, Azalea’s Market was built to serve daily life, not just occasional shopping trips.
Target Audience(s)
Working Families
Stability matters most
Azalea’s Market was built for families who need fresh food that fits within real budgets. With affordable pricing, walkable access, and culturally relevant essentials, we make healthy weekly shopping practical, not aspirational.
College Students
Independent living, Limited budgets
Azalea’s Market supports students navigating busy schedules and tight finances. From grab and go meals to affordable fresh staples, we provide options that match their rhythm and reality.
Local Business
Workers
Built for the midday rush
​Azalea’s Market serves the workforce powering downtown Atlanta. With fresh prepared foods and quick checkout experiences, we make healthy lunch accessible within walking distance.
Meet Azalea
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The decision to name the market Azalea’s was intentional and strategic. Personifying the brand creates a stronger emotional connection, transforming it from a retail space into something that feels rooted in the community. Azalea represents resilience and growth, reflecting the strength of a neighborhood that has endured systemic challenges. She symbolizes progress, renewal, and the collective movement toward greater access and opportunity.
Branding
Azalea’s Market is a brand rooted in resilience, accessibility, and neighborhood pride. Every visual and verbal element was designed to feel welcoming, trustworthy, and reflective of the community it serves.
$12 Million in Funding
The strength of the strategy and community alignment resulted in 12 million dollars in funding to launch two Azalea’s Market locations. This investment validates the brand’s viability and long term impact within downtown Atlanta.
Marketing Plan
The marketing plan was designed to build trust, drive awareness, and embed Azalea’s Market into the daily rhythm of downtown Atlanta. Through local partnerships, community driven events, targeted digital outreach, and accessible pricing communication, the rollout strategy focused on long term engagement rather than short term attention.