Appelle moi Papa’s cut-out technique brings rural charm to French co-op

When Nantes-based studio Appelle moi Papa began working with L'Épicerie Coopérative de Nozay, they found themselves designing for something that feels increasingly rare – a genuine community grocery shop. Located in a small town in western France, this cooperative champions local producers, seasonal products and what its founders call “an alternative and solidarity-based economy.” The challenge wasn’t just creating an identity; it was capturing the authentic spirit of a place that believes shopping can be both everyday and activist. Rather than polishing away the cooperative’s modest, rural character, Appelle moi Papa embraced it completely. The resulting identity feels like it could have grown naturally from the community itself – unpretentious, warm and immediately recognisable to anyone who’s ever wandered through a proper local market. “L’Épicerie is a friendly shop that supports local producers and sells seasonal products: fruits, vegetables, cheese, meat and more,” explains Jonathan Rousseleau, Manager & Graphic Designer at Appelle moi Papa. “It was this authenticity we wanted to highlight.” The studio’s approach began with a collection of words that feel refreshingly honest: ecosystem, simple, modest, lively, rural, joyful, craftsmanship, activist, gentle, everyday, natural. The visual identity centres on a cut-out technique that transforms simple grocery items – fruits, vegetables, plates – into bold, graphic elements. There’s something delightfully direct about this approach. No fussy illustrations or overwrought metaphors, just clean shapes that anyone can understand at a glance. “The cut-out technique stood out from these graphic explorations," Rousseleau notes. “It allowed us to design the logo and a fairly comprehensive series of illustrations. This technique is easy for everyone to understand. It conveys efficiency through simplified shapes and a striking, frontal impact. There’s an almost childlike quality to it, but also a sense of everyday life that aligns perfectly with a local neighbourhood shop.”