Challenge

Envisioning a full-service gourmet grocery that offers friendly service with a Brooklyn flavor, our client asked us to create the market’s retail experience, advertising campaign, and online presence, as well as to give it a name. Our goal was to position the business as a competitor to the national grocery giants located blocks away and establish it as the go-to neighborhood store for local workers and new residents of surrounding upscale condos.

Action

We conducted an in-depth analysis of the neighborhood and its demographic trends, based on the area’s recent surge in development. From this groundwork, we developed a name suggesting an intimate neighborhood market that evokes 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, which we expressed in a literal manner with irreverent text that conveys a smart New York humor. And because the brand is based on copy meant to engage the customer, we created a playful proprietary typeface, Fare Serif, to echo the same tone.

Results

The entire retail experience speaks to consumers in a language that makes the daily grocery run a little more palatable. Judging from the number of Brooklyn Fare reusable bags spotted around town, the neighbors agree.

Recognition