/ Good Eggs
Brand identity
Visual system
Packaging
Product design
Photography direction
Illustration direction
Design lead / 2012 – 2013
I designed the early shopping experience and original identity for Good Eggs. The e-commerce work was region-specific, with enough unusual constraints that most established design patterns didn't apply. The brand drew from the food movement of fifty years ago, something closer to the Whole Earth Catalog than a startup.
Nearly fifteen years later, the system is largely intact. That wasn't the goal. It's just what happens when the foundation is built to last.
/ Good Eggs
Brand identity
Visual system
Packaging
Product design
Photography direction
Illustration direction
Design lead / 2012 – 2013
I designed the early shopping experience and original identity for Good Eggs. The e-commerce work was region-specific, with enough unusual constraints that most established design patterns didn't apply. The brand drew from the food movement of fifty years ago, something closer to the Whole Earth Catalog than a startup.
Nearly fifteen years later, the system is largely intact. That wasn't the goal. It's just what happens when the foundation is built to last.
/ Good Eggs
Brand identity
Visual system
Packaging
Product design
Photography direction
Illustration direction
Design lead / 2012 – 2013
I designed the early shopping experience and original identity for Good Eggs. The e-commerce work was region-specific, with enough unusual constraints that most established design patterns didn't apply. The brand drew from the food movement of fifty years ago, something closer to the Whole Earth Catalog than a startup.
Nearly fifteen years later, the system is largely intact. That wasn't the goal. It's just what happens when the foundation is built to last.
/ Good Eggs
Brand identity
Visual system
Packaging
Product design
Photography direction
Illustration direction
Design lead / 2012 – 2013
I designed the early shopping experience and original identity for Good Eggs. The e-commerce work was region-specific, with enough unusual constraints that most established design patterns didn't apply. The brand drew from the food movement of fifty years ago, something closer to the Whole Earth Catalog than a startup.
Nearly fifteen years later, the system is largely intact. That wasn't the goal. It's just what happens when the foundation is built to last.
Designing e-commerce without a template
Good Eggs launched in 2011, connecting local food producers to consumers in dense urban areas. Grocery delivery was still rare. Instacart launched the same year. The bet was unusual, and so was what it required.
Customers were buying from multiple producers at once, with cold chain constraints, harvest timing, and a region-specific catalog that changed by day of the week. Most established e-commerce patterns assumed a warehouse, a single seller, and standing inventory. None of those held here.
We organized the experience around producers, not products. The directory featured farmers and foodmakers with photos and their own descriptions. Shopping was time-bounded: "Popular in the Market for Tuesday, April 25th." Pickup was free at neighborhood spots. Delivery was $3.99. Customers could bring their own bag. The novelty wasn't hidden. It was the point.
Zip code first. The catalog you see is local before you see it.
Designing e-commerce without a template
Good Eggs launched in 2011, connecting local food producers to consumers in dense urban areas. Grocery delivery was still rare. Instacart launched the same year. The bet was unusual, and so was what it required.
Customers were buying from multiple producers at once, with cold chain constraints, harvest timing, and a region-specific catalog that changed by day of the week. Most established e-commerce patterns assumed a warehouse, a single seller, and standing inventory. None of those held here.
We organized the experience around producers, not products. The directory featured farmers and foodmakers with photos and their own descriptions. Shopping was time-bounded: "Popular in the Market for Tuesday, April 25th." Pickup was free at neighborhood spots. Delivery was $3.99. Customers could bring their own bag. The novelty wasn't hidden. It was the point.
Zip code first. The catalog you see is local before you see it.
Designing e-commerce without a template
Good Eggs launched in 2011, connecting local food producers to consumers in dense urban areas. Grocery delivery was still rare. Instacart launched the same year. The bet was unusual, and so was what it required.
Customers were buying from multiple producers at once, with cold chain constraints, harvest timing, and a region-specific catalog that changed by day of the week. Most established e-commerce patterns assumed a warehouse, a single seller, and standing inventory. None of those held here.
We organized the experience around producers, not products. The directory featured farmers and foodmakers with photos and their own descriptions. Shopping was time-bounded: "Popular in the Market for Tuesday, April 25th." Pickup was free at neighborhood spots. Delivery was $3.99. Customers could bring their own bag. The novelty wasn't hidden. It was the point.
Zip code first. The catalog you see is local before you see it.
Producer-led, time-bounded. Tuesday's market wasn't Wednesday's.
Producer-led, time-bounded. Tuesday's market wasn't Wednesday's.
Producer-led, time-bounded. Tuesday's market wasn't Wednesday's.
Items opened in place. You never left the market.
Items opened in place. You never left the market.
Items opened in place. You never left the market.
A brand from the food movement
Less startup, more co-op. The visual reference was the Whole Earth Catalog and the food movement that preceded it. A round mark in warm grays, soft typography, illustration that felt drawn by hand. I led the logo, color system, packaging, and photography direction, and collaborated on the voice. Producers got integrated into the look without losing their own identity. They were the point, not a vendor list.
Stewart Brand's Whole Earth Catalog was the visual reference: warm, hand-set, more co-op than startup
A brand from the food movement
Less startup, more co-op. The visual reference was the Whole Earth Catalog and the food movement that preceded it. A round mark in warm grays, soft typography, illustration that felt drawn by hand. I led the logo, color system, packaging, and photography direction, and collaborated on the voice. Producers got integrated into the look without losing their own identity. They were the point, not a vendor list.
Stewart Brand's Whole Earth Catalog was the visual reference: warm, hand-set, more co-op than startup
A brand from the food movement
Less startup, more co-op. The visual reference was the Whole Earth Catalog and the food movement that preceded it. A round mark in warm grays, soft typography, illustration that felt drawn by hand. I led the logo, color system, packaging, and photography direction, and collaborated on the voice. Producers got integrated into the look without losing their own identity. They were the point, not a vendor list.
Stewart Brand's Whole Earth Catalog was the visual reference: warm, hand-set, more co-op than startup
Posters and coloring books! Illustrations by Richard Perez
Posters and coloring books! Illustrations by Richard Perez
Posters and coloring books! Illustrations by Richard Perez
This heavy metal KALE shirt disappeared fast
This heavy metal KALE shirt disappeared fast
This heavy metal KALE shirt disappeared fast
The most distinctive piece was the paper bag. Outside, the logo and a one-line mission. Inside, hand-drawn instructions for reusing it, printed in the kraft brown of the bag itself. Open the bag, get the message.
The most distinctive piece was the paper bag. Outside, the logo and a one-line mission. Inside, hand-drawn instructions for reusing it, printed in the kraft brown of the bag itself. Open the bag, get the message.
The most distinctive piece was the paper bag. Outside, the logo and a one-line mission. Inside, hand-drawn instructions for reusing it, printed in the kraft brown of the bag itself. Open the bag, get the message.
What's still here
The brand was enthusiastically received. By the time I left, the company had grown from 12 employees to about 60 and expanded to five cities. The original identity, the color system, the producer-first ordering experience: all of it has changed very little in the years since.
Good Eggs survived a near-collapse in 2015, scaled back to its original market, and was acquired by GrubMarket in 2024. The brand still ships today.
What's still here
The brand was enthusiastically received. By the time I left, the company had grown from 12 employees to about 60 and expanded to five cities. The original identity, the color system, the producer-first ordering experience: all of it has changed very little in the years since.
Good Eggs survived a near-collapse in 2015, scaled back to its original market, and was acquired by GrubMarket in 2024. The brand still ships today.
What's still here
The brand was enthusiastically received. By the time I left, the company had grown from 12 employees to about 60 and expanded to five cities. The original identity, the color system, the producer-first ordering experience: all of it has changed very little in the years since.
Good Eggs survived a near-collapse in 2015, scaled back to its original market, and was acquired by GrubMarket in 2024. The brand still ships today.
©2026 Drew Marshall. Site designed and built by yours truly (+ Claude)
Type set in Monument, Mori, and Fraktion by Mat Desjardins and Pangram Pangram,
Slow Death by Ayyara Letterindo, IM Fell English by Igino Marini
Grid lines
Dark mode
Metal mode
.
©2026 Drew Marshall. Site designed and built by yours truly (+ Claude)
Type set in Monument, Mori, and Fraktion by Mat Desjardins and Pangram Pangram,
Slow Death by Ayyara Letterindo, IM Fell English by Igino Marini
Grid lines
Dark mode
Metal mode
.
©2026 Drew Marshall. Site designed and built by yours truly (+ Claude)
Type set in Monument, Mori, and Fraktion by Mat Desjardins and Pangram Pangram,
Slow Death by Ayyara Letterindo, IM Fell English by Igino Marini
Grid lines
Dark mode
Metal mode
.
©2026 Drew Marshall. Site designed and built by yours truly (+ Claude)
Type set in Monument, Mori, and Fraktion by Mat Desjardins and Pangram Pangram,
Slow Death by Ayyara Letterindo, IM Fell English by Igino Marini
Grid lines
Dark mode
Metal mode
.