For a new gourmet market in downtown Brooklyn, we conceived a unique brand system based on smart copy expressed in a bespoke typeface.
Getting to Know the Neighbors
Our client approached us to conceive a brand for a full-service gourmet market that would offer friendly service and local flavor in a developing area of Downtown Brooklyn. He asked us to create a comprehensive retail experience, advertising campaign, and online presence, as well as name the market. Our goal was to position the business as a competitor of the national grocery giants located blocks away, and establish it as the go-to local store for both local workers and new residents of upscale condos.
Courting Customers with a Smile
We conducted an in-depth analysis of the neighborhood and its demographic trends, focusing on the area’s recent surge in development. From this groundwork we developed a name suggesting an intimate neighborhood market that also evoked the borough’s rich heritage: Brooklyn Fare. We designed the interior to give it a warm but modern feel, maximizing the limited space and taking advantage of large corner windows with a stylish cafe. A key focus of our branding strategy was to give the store a unique voice to gain attention in an emerging neighborhood and distinguish it from chain store competitors. That voice came through in a literal manner, with irreverent text as the focus of the brand. We took great care to achieve the right tone, writing copy edged with an irreverent sense of humor that New Yorkers would respond to. And because the brand is based on text meant to engage the customer, we created a playful proprietary typeface, Fare Serif, to strike the same tone.
From Soup to Nuts
The entire retail experience, from store signage to packaging to employee uniforms, speaks to costumers in a language that makes the daily grocery run a little more palatable. Judging from the number of the Brooklyn Fare reusable bags spotted around town, the neighbors agree.