Branding an Urban Market
While the public was waiting for Roma Market to open its doors, we were working behind the scenes on all of the collateral needed to launch a grocery store. We walked through the market as a cold shell and revisited weekly during construction to be mindful of everything that needed to be done to help Roma launch.
KEY STRATEGIC CONCEPT
Being an urban market, we wanted to create all assets to reflect an urban environment. Our design work also needed to appeal to the small community of Little Italy and represent the artfulness of the neighborhood. By letting urban concepts lead our design process we created a brand that represents an entire lifestyle.
Knowing the we were going to have a lot of applications for the logo, we designed all our logo concepts to would work in a variety of formats and appear in 1-color just as effectively. We also intentionally wanted to stay away from the traditional red and green palette – but keep in a color scheme that would make sense for the Roma name. Following we designed a newspaper inspired newsletter to introduce the brand to the neighborhood, department by department. All signage, menus, fun Instagram videos and print collateral reflect the Roma branding.