Azalea's Market
Azalea’s Market is a community-focused grocery concept developed to serve downtown Atlanta residents affected by a food desert. As Senior Brand Strategist, I led research and strategy for a SCAD team, partnering with the City of Atlanta, Savi Provisions, and IGA to create a sub-brand rooted in local values. I helped guide cross-functional collaboration and presented the final concept to Mayor Andre Dickens, Savi and IGA leadership, and senior SCAD executives. The result is a brand designed to promote access, equity, and community wellness through a fresh and affordable shopping experience.
CLient
The City of Atlanta & Savi Provisions
Role
Senior Brand Strategist
2024
Year
Azalea's Market
Azalea’s Market is a community-focused grocery concept developed to serve downtown Atlanta residents affected by a food desert. As Senior Brand Strategist, I led research and strategy for a SCAD team, partnering with the City of Atlanta, Savi Provisions, and IGA to create a sub-brand rooted in local values. I helped guide cross-functional collaboration and presented the final concept to Mayor Andre Dickens, Savi and IGA leadership, and senior SCAD executives. The result is a brand designed to promote access, equity, and community wellness through a fresh and affordable shopping experience.
Client
The City of Atlanta & Savi Provisions
Role
Senior Brand Strategist
2024
Year
Azalea's Market
Azalea’s Market is a community-focused grocery concept developed to serve downtown Atlanta residents affected by a food desert. As Senior Brand Strategist, I led research and strategy for a SCAD team, partnering with the City of Atlanta, Savi Provisions, and IGA to create a sub-brand rooted in local values. I helped guide cross-functional collaboration and presented the final concept to Mayor Andre Dickens, Savi and IGA leadership, and senior SCAD executives. The result is a brand designed to promote access, equity, and community wellness through a fresh and affordable shopping experience.
Client
The City of Atlanta & Savi Provisions
Role
Senior Brand Strategist
2024
Year
~$12 Million in funding
The Azalea’s brand concept was chosen by Savi Provisions CEO, Paul Nair and Atlanta Mayor, Mayor Dickens. They have since decided to open two new grocery stores under this name in 2025. One of these stores will be located in the heart of downtown Atlanta near the Five Points Marta station, while the other will be further south, near the airport.
The Brand
The Brand
Azalea's Market
Azalea's Market
The full brand name
Named After the georgia state wildflower
A's
A shorthand for Atlanta
Created for Atlanta
The name Azalea’s comes from the Georgia State Wildflower. The Azalea is one of the most resilient flowers in the world, and given that this store is going into a food desert, we felt that the name represented the resilience of the people in this community (ie, the target audience).
Digital Natives
A's
A shorthand for Atlanta
The UX Perspective
The UX Perspective
From a UX standpoint, Azalea was designed to feel like a trusted neighbor—familiar, approachable, and inspiring. By personifying the brand, we create a human-centered experience that resonates emotionally and functionally with our community. Every touchpoint—from store layout and signage to digital interfaces and delivery services—is guided by the core idea that Azalea is not just a store, but a companion in daily life. She represents progress, accessibility, and warmth, helping users feel seen, supported, and valued in their journey toward better, fresher living.
From a UX standpoint, Azalea was designed to feel like a trusted neighbor—familiar, approachable, and inspiring. By personifying the brand, we create a human-centered experience that resonates emotionally and functionally with our community. Every touchpoint—from store layout and signage to digital interfaces and delivery services—is guided by the core idea that Azalea is not just a store, but a companion in daily life. She represents progress, accessibility, and warmth, helping users feel seen, supported, and valued in their journey toward better, fresher living.
The UX Perspective
From a UX standpoint, Azalea was designed to feel like a trusted neighbor—familiar, approachable, and inspiring. By personifying the brand, we create a human-centered experience that resonates emotionally and functionally with our community. Every touchpoint—from store layout and signage to digital interfaces and delivery services—is guided by the core idea that Azalea is not just a store, but a companion in daily life. She represents progress, accessibility, and warmth, helping users feel seen, supported, and valued in their journey toward better, fresher living.
As part of our final presentation to Savi Provisions CEO, Paul Nair, and Atlanta Mayor Andre Dickens, we went above and beyond the mandate of creating the initial brand and designed both a strategy and some initial executions for the grocery stores' products and advertising.
"Rooted In Quality"
Marketing Plan
Who is Azalea?
The decision to personify Azalea with the name Azalea’s was a purposeful one. The personification of the name creates a deeper emotional and personal connection with our target audience. Azalea is not only a symbol of the power this community has from enduring the hardships they have, but she is also a representation and moving forward and uplifting the community.
Products
We developed a comprehensive rollout strategy for Azalea’s Market, covering everything from pre-launch buzz to post-opening engagement. Our plan went beyond branding to include community-driven campaigns and strategic touchpoints that positioned the store as a vibrant local hub.
From a UX standpoint, Azalea was designed to feel like a trusted neighbor—familiar, approachable, and inspiring. By personifying the brand, we create a human-centered experience that resonates emotionally and functionally with our community. Every touchpoint—from store layout and signage to digital interfaces and delivery services—is guided by the core idea that Azalea is not just a store, but a companion in daily life. She represents progress, accessibility, and warmth, helping users feel seen, supported, and valued in their journey toward better, fresher living.
"Rooted In Quality"
The decision to personify Azalea with the name Azalea’s was a purposeful one. The personification of the name creates a deeper emotional and personal connection with our target audience. Azalea is not only a symbol of the power this community has from enduring the hardships they have, but she is also a representation and moving forward and uplifting the community.
The decision to personify Azalea with the name Azalea’s was a purposeful one. The personification of the name creates a deeper emotional and personal connection with our target audience. Azalea is not only a symbol of the power this community has from enduring the hardships they have, but she is also a representation and moving forward and uplifting the community.