In Atlanta, each Kroger grocery store carries its own nickname—coined by locals to reflect the character, culture, or safety of the neighborhood. One of the most infamous: Murder Kroger. When I heard the store was being shut down and rebranded, I felt compelled to preserve that slice of Atlanta’s cultural history.

I designed a t-shirt graphic to honor the original name and its meaning within the community. The design resonated widely—so much so that it was eventually copied and circulated by others.

The Result:
A hit product that sparked cultural conversation and taught me a hard truth: once your ideas go public, they can be imitated. But ownership comes from being the one to tell the story first.