Work

Chicago Market

A Fresh Name and Identity for a New Kind of Market

If you want to eat clean, there's no shortage of high-end fresh markets that will gladly take your whole paycheck. 

The founders of Chicago Market saw the rising demand for sustainable, healthy and affordable food. They also recognized a largely unmet need for a market as committed to local farmers and communities as it is to high quality offerings. 

And thus, the idea for Chicago Market was born—a place for community members, not just consumers. A mecca for health nuts and foodies. A safe space where the veggie-averse and beginning cooks could find guidance and education, where local dollars stay local, making Chicago stronger.

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Chicago Market Logo System

Chicago Market Printed Collateral

Chicago Market Logo Alternates in sample color palette

Chicago Market Varitable Color and Data Business Cards

Chicago Market Brand Collateral

Chicago Market Brand Collateral

Chicago Market Logo System

Chicago Market Brand Collateral

I.

Name & Brand

Our first task: find a name. We dove straight into research, surveying Chicagoans from many backgrounds and neighborhoods to get a sense of their values and priorities when it comes where they shop and why. 

Chicago is not a flashy city. We prefer simplicity over pomp and pretension. Landlocked here in the Midwest, we crave a sense of belonging, like we're all in this together. We tested several naming options and quickly found a winner: Chicago Market: A Community Co-op. 

With a name and values defined, we began building a comprehensive identity system, pairing a crisp, primary color palette with familiar symbols like hand-applied seals and emblems, evoking honesty, humanity and health. 

Chicago Market: A Community Co-op

Chicago Market Owner's Pin

Chicago Market Canvas Tote

Chicago Market Brand Collateral

Chicago Market Poster

Chicago Market: A Community Co-op

II.

Website & Stationery

With the market coming together, the next focus was on recruiting members. We designed a full stationery system, print collateral and a shiny new website to educate and engage the public. 

Vibrant and dynamic, with subtle animations and vivid, colorful photography (taken by one of the co-op's board members!) throughout, the site allows visitors to join the co-op from any section on any page. It's built for transaction, without sacrificing surprise or delight.

Chicago Market surpassed its original membership goal in just 100 days, and continues to attract new owners. While they work to open their first location, the founders have visited fledgling co-ops nationwide, sharing their model and vision for what a grocery store can and should be.

Chicago Market: A Community Co-op

Chicago Market Desktop Homepage

Chicago Market Desktop Navigation

Chicago Market: A Community Co-op

Chicago Market Logo System