Georgia Main Food Group is the new corporate brand name for the food operations of H.Y. Louie, a successful family-led business started in 1903 and now holding two celebrated BC grocery brands, IGA and Fresh St. Market. This name comes from the location of the founder’s first grocery store on Georgia Street near Main in Vancouver’s Chinatown, where local food markets still operate today. Historical moodboards were compiled to inform stylistic details, tone, colour and typographic approaches to set Georgia Main apart from their competitors. This contemporary wordmark bridges the past and the future as a modern/vintage hybrid, evoking a sense of time and place for this passionate company, grounded by trust and energized for the future.