CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Matteo Bologna

Art Directors, Designers

Andrea Brown, Steven Jockisch

Copywriters

Andrea Brown, Darren Farrell, Steven Jockisch

Type Designers

Matteo Bologna, Joshua Darden


TAGS

, , , ,


LINKS

muccadesign.com
brooklynfare.com

Brooklyn Fare by Mucca Design Brooklyn Fare by Mucca Design Brooklyn Fare by Mucca Design Brooklyn Fare by Mucca Design Brooklyn Fare by Mucca Design Brooklyn Fare by Mucca Design

CLIENT

A gourmet market in downtown Brooklyn, NY, that offers a selection ranging from high-end prepared foods to everyday basics.


BRIEF

Name the market, create the entire retail experience, and develop an advertising campaign and online presence. A particular challenge was to attract two different demographic groups: a daytime business crowd working in nearby office buildings and affluent residents of incoming condos.


APPROACH

A key focus of our branding strategy was to give the store a unique voice to gain attention in an emerging neighborhood and distinguish it from its chain store competitors, which came through in a literal manner, with irreverent text as the focus of the brand. We took great care to achieve the right tone, writing copy with a smart humor that New Yorkers would respond to. Because the brand is based on text meant to engage the customer, we created a proprietary typeface, Fare Serif, to echo the same playful tone. From store signage to packaging to employee uniforms, Brooklyn Fare speaks to consumers in a language that makes the daily grocery run a little more palatable.

When we began the design process with Mucca, they presented us with a well thought-out strategic plan that really addressed our challenges as a new gourmet market in a developing area with well-established chain stores. Our intention was to communicate with our customers in a direct and friendly way, like a true neighborhood corner shop. The solution they developed is straightforward, smart, and effective, with a local flavor that has been extremely well-received. — Mr. Issa, owner of Brooklyn Fare

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