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EASTSIDE SUNDAY MARKET

New branding to influence shopping habits

C H A L L E N G E

Knoxville’s East side contains a food desert with lower income residents who may not be in the habit of visiting farmers’ markets. This new market needed a way to differentiate from more traditional farmers’ markets and make unlikely visitors feel welcome.

C O N C E P T

Focusing on the sun in the logo reminds residents that market day is Sunday. Bright, simple colors and cut paper shapes combine with patterns inspired by African fabrics to set a vibrant and friendly tone. Including illustrations for drinks, crafts, and music emphasize community and minimize the typical sophisticated air of farmers’ markets.

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D E S I G N

Final deliverables included signage, direct mail, merchandise, website, and social media graphics.

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