Just Listen

Groceries Etc. is a vinyl listening room tucked away in the attic of a historic building in East Nashville.

We explored a wide range of directions, from classic to whimsical, crisp and modern, funky and friendly, before ultimately landing on a path directly inspired by the building’s own history. An old photograph revealed a hand-painted sign, which became our raw material. We studied its letterforms and imperfections closely, choosing not to modernize or smooth them, but to preserve their character. Those same letterforms were reused to construct the new logo, arranged in a circular composition that echoes the form of a vinyl record and reinforces the idea of the space as a listening room.