Elm City Market
Brand Identity • Environmental Graphics
The Elm City Market is a local grocer in New Haven, CT. Alongside a team of three, I designed their logo, exterior signage, apparel, and the retail graphics for their 10,000 square-foot space.
The logo is a combination of a recognizable New Haven symbol — the elm leaf — and a three-by-three grid to highlight the Ninth Square Historic District, where the market resided.
Lightening up
The strategy was simple: add light and color. We replaced black with white and used a vibrant color palette to guide customers through the store.
The
bottom line
Creating a brand using a vibrant, fresh color palette and smart wayfinding led to a new perception from the Market's customers. Even though prices stayed stable, the store felt less exclusive and luxury. Aligning the brand's look with their mission of bringing more value to the neighborhood made real impact.
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