New York City Council Member Margaret Chin donning an Essex Market leaf pin during opening press event in May 2019.
Essex Market
About
NYCEDC engaged Frere-Jones Type, Tobias Frere-Jones and Nina Stössinger, to design a custom typeface for the new facility that reflected the Market’s unique history. The resulting logo typeface was inspired by the original Orchard Street Meat Market signage recovered from Essex Market Retail Building D (restored for the new facility).
While keeping internal brand research in mind, a primary logo was designed by implementing the custom Essex Market typeface alongside a new leaf silhouette. NYCEDC’s 2015 rebranding efforts introduced the leaf used within Essex Market’s previous logo. In this new iteration, the leaf evolves, while still remaining recognizable by regular patrons, mainly local residents. The leaf is an important designation of the Market’s fresh and quality food offerings, and also has the advantage of not tying the general market logo to any one particular product.
The Market brand is underpinned with a color palette designed to be fresh, bright and distinctive.
project role(s)
Art Direction, Brand Identity, Strategy, Social Media, Voice/Tone, Web, UI/UX (Squarespace)
with
Typography, Signage: Frere-Jones Type, Tobias Frere-Jones and Nina Stössinger
Designer: Nick Barbaria
sample of Brand Guidelines
Brand Applications
Direct mail piece (EDDM) sent to over 32,000 addresses in the greater Lower East Side area. The piece was designed in three languages.
Merchandising of NYCEDC’s pilot stall project, “The Pushcart,” which features products from other New York City public markets but primarily stocks Essex Market branded goods.
Image Tobias Free-Jones
Market Map
Outdoor window installation to promote the grand opening – spanning one city block. (Art Direction)
