At its 60 anniversary, the Mercat Central de Benicarló wanted to switch from their old-fashioned logotype into a newer, fresher and timeless image, aiming to reach a younger audience, which the brand sees as its future. The vast amount of products offered by the Marketplace pushed the conceptual process of thinking behind the design, towards the search for an image that could evoke the whole range of that offer. What that offer had in common was that all that could be found in our market came from our own land and sea. From that idea the logo portraits the initials of the brand with shapes and colours that reminds the sea and the mountains, and also had a bit of a landscape into it, with the sun on top. The repetition in progression of the shapes drawn for the M and the B letters, gives the image unity, and the organic look of the composition represents the natural fresh of the offer, while brings the brand into the present century.
Apart from the logotype, the graphic identity of the Mercat consisted of two branches: brand and product. A pattern designed superimposing the logo generated transparencies and unexpected shapes, that found its place into the marketplace itself, and in some other graphic supports.
The second branch focused on the products you can find in the Marketplace: butchers, fishmongers, greengrocers, florists, bakeries, bars… The range of products were summarized into 9, that way they all were represent in the campaign, depending of the different supports, sometimes each of them as a category, or two by two, other times all together.
The headline «Find what’s good here» is typographic hand-drawn to offer closeness and in the style of the logo.
Finally everything had a coordinated presence in social network, with a brand layout and creative approach for each different message.