It’s not everyday that you spot someone proudly proclaiming, “I’m a owner” via a tiny 1-inch button. An owner of what, you’re bound to think– Car? House? Pet rock?
At Busy Beaver we call this type of conversation-starting button a “social lubricator,” and a prime example is the “I’m an Owner” design recently created for the new member-owned food co-op, Chicago Market.
Chicago Market will be a community-owned grocery store featuring organic and locally-grown food. As part of their initial “1000 owners in 100 days” recruitment campaign, the group made a set of Firebelly Design-created buttons to help get the word out. The “I’m an Owner” button, available to new co-op members only, and a general Chicago Market logo button, have been “totally integral” to the campaign, according to Chicago Market’s marketing chair, Anthony Todd.
Anthony explained that the buttons, “have already proven to be huge conversation starters – I wear one everywhere and people ask tons of questions. People love [the owner buttons]. They feel special, and their friends ask them questions – ‘what does owner mean?’ – which leads to automatic dialogue!”
The Chicago Market buttons allow members to support the cause in a way that’s accessible, but still visible. Anthony said that buttons are, “a great way to wear your brand literally on your sleeve… I carry a bag everywhere I got – I just pop on the button and then I’m a walking spokesman for the Market.”
Anthony explained that before Chicago Market, there was only one other cooperative in Chicago, and the group hopes to “bring the experience of farmers market shipping, the quality and value, to a full-service grocery store owned by the community.”
If you’re interested in becoming a Chicago Market owner yourself, check out their membership options.
More subtle buttons to start conversations: Milton Glaser-designed “It’s Not Warming” buttons raise awareness around climate change.