Honest Marketplace
BRANDING, SERVICE DESIGN, UX/UI, PACKAGING & PRINT DESIGN
Honest Marketplace is an international gourmet food market envisioned for a visual identity project. The marketplace features prepared take away international food stalls, groceries, specialty merchants, butchers, and bakers. Honest Marketplace aims to be welcoming, energetic, and transparent with customers about the ingredients that go in their food and products. To enhance a shopper’s experience, the marketplace breaks down information about food and ingredients in a way that it is easier for customers to quickly digest. For this project, I wrote a design brief, created physical and digital prototypes, and designed a style manual.
MIND MAPPING
I began my process by mapping out the words "Honest" and "Marketplace."
This helped me break down the words and fully grasp their meanings in this context.
MORPHOLOGICAL MATRIX
Next, I explored how I could visually represent the keywords I discovered from my mind map by making incremental changes to each idea.
LOGO IDEATION
Then, I pulled from my visualizations to play with how they could transform into a logo. At the end of this ideation stage, I decided I wanted a stamp style logo to suggest a "stamp of approval" for the quality and freshness of food at Honest Marketplace.
LOGO ITERATIONS
I made digital iterations focusing on the stamp style, while also incorporating a sunflower motif. I used a sunflower to symbolize the loyalty, freshness, and welcoming attitude of Honest Marketplace. My iterations helped me to discover the best way to execute these two ideas and to begin building on the visual identity of Honest Marketplace.
FINAL LOGO DESIGN
I decided on this logo design because it is bright, clean, and energetic. It balances the stamp of approval idea with the welcoming sunflower motif while also placing an emphasis their honest factor. It suggests to customers at a quick glance that Honest Marketplace is somewhere they can trust for quality freshness.
INFORMATIONAL GROCERY SHOPPING CARDS
These informational grocery shopping cards are scattered around the grocery section of the marketplace to help educate customers while they shop to ensure they are satisfied with their purchase. For example, if a customer wanted to make an apple pie but was unsure of which type of apple to use, they could quickly read the "Know Your Apples" card and learn which type of apple would work best for them. Customers are welcome to take the cards with them to use again or pass on to someone else. The cards are rotated out on a bi-weekly basis and cover seasonal topics.
Front
Back
INTERNATIONAL FOOD STALL ORDERING SYSTEM
The international food stall menus are designed to be instructional system to simplify the ordering experience and provide guidance for ordering foods customers may be unfamiliar with. Since transparency is important to Honest Marketplace, each main ingredient used in the stalls' food is displayed on a glass white board and the source of the ingredient is written in daily. This lets customers know exactly where the food is coming from, securing their trust in Honest Marketplace.
BUSINESS CARDS
Each employee can customize their business card by choosing their patterns, icon, and front image. Employees that work for Honest Marketplace have orange business cards while the employees for the international food stall's within the marketplace have business cards that correspond to their stall's assigned color.
BRAND STATIONERY
The official letterhead and envelope of Honest Marketplace
BRAND GUIDELINES
For more information about the brand, feel free to flip through the brand guidelines.