SoHo Wholefoods
A little shop with a big heart.
Tucked beneath the mountain in South Hobart, Soho Wholefoods is more than a health food store: it’s a community hub where values meet everyday life.
Owned by Angus Souter and Lisa Counsell, Soho Wholefoods is where tree-change dreams meet real-world choices. After the birth of their first child, Angus and Lisa left city life behind to create a life closer to nature and they brought their passion for health, sustainability and community with them.
The Project Brief
The store had changed hands and needed a new identity: one rooted in the rich heritage of South Hobart and ready to meet locals where they are.
The audience? Everyday people doing their best to shop consciously… but without the pressure of being perfect. Locals who love supporting small business, enjoy choosing sustainable and organic when they can, and want helpful guidance (not guilt) in making better choices for their health and the planet.
Our challenge was to position Soho Wholefoods as approachable and genuine: a place to learn, connect, and feel good about what you buy—no matter where you are on your ‘green journey’.
We delivered
BRAND DESIGN
Handcrafted, local, and a little wild—just like South Hobart.
We leaned into the area’s rich industrial and natural history, drawing inspiration from local icons like the Cascade Brewery, the Keen’s Curry sign, and the original Blundstone tannery just around the corner.
The hero of the brand is the Currawong, a cheeky, clever bird known for its curiosity (and its talent for stealing unattended sandwiches). Perched on a sprig of native pepperberries, it’s the perfect symbol of Soho Wholefoods: explorative, cheeky, and a little wild.
The aesthetic? A linocut-inspired black-and-white mark that’s simple, bold, and instantly recognisable. Ideal for kraft paper bags, shelf tags, and community posters, it gives the brand a friendly, local-store vibe while still looking sharp on modern packaging and signage.
Why it works
Soho Wholefoods doesn’t preach. It invites.
This brand invites curiosity, encourages better choices, and celebrates the imperfect-but-enthusiastic way most of us try to live better. It feels right at home in the South Hobart community—and gives the store an identity that can grow and thrive as naturally as the values behind it.
Working with A Lined Design has been the most fantastic experience. Sarah and the team were able to decipher our pie in the sky ideals and create a brand and logo that perfectly matched the feel we were going for. So easy to work with and very timely, highly recommend!