The hyperlocal food marketplace

Today's shopper has less time to do grocery shopping, preferring instead all things convenient. Even though supermarkets sell online, they often lack the diversity and freshness of the products a local, specialized shop provides. Furthermore, products from large supermarkets have traveled a long way, making them a less sustainable option. On the other hand, small traditional stores lack the resources, knowledge, and tools to sell their products online, therefore alienating themselves from the tech-savvy, younger clientele.

This marketplace was born from the need to connect small local businesses with local customers during the global pandemic. Muylocal is providing the necessary tools for small, undigitized businesses to sell their products online. The delivery service offers a multi-buy option from different shops.

The naming Muylocal was chosen to emphasize the hyperlocal shopping experience as opposed to the impersonal one provided by multinational giants. The isotype showcases a lilac awning, which typically represents a small local food stall. If you have a closer look at the icon you can read an 'M', the first letter of Muylocal.

Indigo and white are the predominant colors. This combination creates trust, with indigo being a color related to devotion and fairness. Pastel colors are used as accents and nod to the proximity and familiarity of the visual identity – feelings that Muylocal wants to convey.

The typeface we used was Montserrat, a font system inspired by old posters and signs in the traditional Montserrat neighborhood of Buenos Aires. Like the color scheme and the imagery, the typeface expresses authenticity and familiarity, qualities that sum up Muylocal.

The playful illustrations represent different scenes from the local shopping process, such as shop owners, product categories, and buyers. Those illustrations were also used for on-site and social media communication.

The website is where all the product offerings from the local grocers are presented. When entering, the user selects the city and then chooses either a product category or a trusted merchant. Since the idea revolves around transferring the local shopping experience online, we placed an emphasis on social commerce, integrating weekly video stories where the merchants uploaded their product offerings. The customer could either purchase by kilograms or product units, with further options to personalize their order (e.g. mature avocados, thin-sliced tuna, etc.). We offered a multibuy option so one customer could purchase from different stalls in just one order. All the data is synchronized with the app, meaning that if a product isn't available, it is not shown on the web. This avoids any negative customer experiences.