SAN FRANCISCO WHOLESALE PRODUCE MARKET
THE SF MARKET
IDENTITY, SIGNAGE, PRINT COLLATERAL, ENVIRONMENTAL GRAPHICS
THE SITUATION
The SF Market is home to a diverse range of 30+ merchants supplying fresh fruits and vegetables to food retailers and restaurants throughout the Bay Area and beyond. A pillar of the Bay Area’s food system, the Market provides critical food infrastructure that helps hundreds of small businesses and their communities thrive. The Market, as part of a significant reinvestment project to upgrade and expand its facilities, needed a brand identity that would drive home the critical and vibrant role it plays in the Bay Area’s food economy and the broader community it serves.
THE SOLUTION
A major rebranding effort starting with a new identity system that vividly brings to life the market’s vital role in growing and sustaining a healthy, flourishing Bay Area. The logo strikes a balance between being a rock-solid, stable business, and letting the dynamism of the market shine through.
THE EXECUTION
A strong wordmark makes it clear this is an important B2B marketplace, not a farmer’s market. The leaf logo expresses both the vibrancy and centrality of the market. This symbol is alternately a plant sprouting from the wordmark, a road map leading in and out of “SF,” or a topographical farmland landscape. We designed eye-catching murals, signage and wayfinding that infuse The SF Market and its neighborhood with new energy and color.
THE RESULTS
The repositioned brand attracted more than $13 million in capital revenue for its upgrade and expansion project.
IMAGES © TRINITY BRAND GROUP