Wellspent Market

Five olive oil bottles stacked next to each other with various illustration shown in the background.

Wellspent Market are purveyors of the world's finest pantry staples. They seek out and source high-quality products from around the globe so that every meal can be delicious.


  • Creative Lead Jonny Ashcroft
  • Agency Partner Factory North
  • Senior Designer Travis Fetting
  • Illustrator Jorge Castaño
  • Junior Designer Nikki Villatoro
  • Studio Photography Kate Woodman
The front of Wellspent Market.


In 2020 this brick-and-mortar staple of the Portland culinary scene, then known as Real Good Food, pivoted into the eCommerce space. Keeping The Real Good Food moniker on a national level presented challenges, so a new name and new brand were in order. Wellspent Market was born and the new brand was launched as a boutique corner market for all the world to enjoy.

An illustration of the Wellspent Market storefront.
A black Wellspent Market monogram on a yellow background.
Various versions of the Wellspent Market logo are grouped together.


Real Good Food was reimagined as the Wellspent Market house brand and an entirely new packaging system was created. The new system needed to be flexible enough to fit dozens of products in a number of form factors. It also needed to tell the story of the farmers, producers, and artisans responsible for each product. 

Various products like pasta and red quinoa are laid out next to each other.
Colorful illustrations of people from Wellspent Market.
An illustration of 3 olive oil bottles next to each other.
Miscellaneous colored illustration shapes are grouped together.
Various illustrations are shown together for Wellspent Market.


Real Good Food began as a passion project by owner Jim Dixon to import the best olive oil from around the world. During his time traveling the globe as a food writer in the 90s, Jim discovered the olive oil he encountered internationally was worlds ahead of what was available stateside. Jim took matters into his own hands and began importing and selling olive oil out of his garage, sharing the liquid gold he had discovered with his culinary community.

As the flagship product and reason for the brand's existence, it was crucial that the packaging embody the reverence and love for the product that started it all.

A hand holding a Wellspent Market gift card in front of a green background.
Wellspent Market tissue paper in a box.
Various olive oil bottles are laid out next to each other.
An A-frame sign with the Wellspent Market logo on it with various shapes and patterns.
Various Wellspent Market stickers on the side of a wall next to a plant.