The mission of the Independent Natural Food Retailer Association (INFRA) is to strengthen independent natural food retailers through shared resources. From the time it was founded in 2004, INFRA had grown to be so much more than a purchasing cooperative for its independent grocers that many of its 300+ members weren’t aware that it also offered resources for training, marketing and operational needs. Haberman’s goal for rebranding INFRA was to make it clear, at a glance, that the organization serves as a connector, resource and leader. A new “plant in hand” logo represents the support and mentorship of the organization’s spirit. An iconography system supplements the logo with five icons that visually express Owner Pride, Market Resilience, Internal Excellence, Financial Stability and Purchasing Power. Primarily focused on B2B communications, the rebrand also included consumer-facing elements such as templates for monthly promotional flyers, point-of-sale signage and more.