After designing the logo for Mercat Central de Benicarló, the task was to build a brand identity capable to deliver its values, embodied in the logo itself but that needed further boost to make a clear visual statement on how this brand should behave both graphically and creatively.

Following the logo design logic, a freehand drawn shape, referring to the whole wide range of products and services available there, all of them fresh, healthy, and local driven, the aim was to develop our own line of illustrations in that same mood: colorful, positive and mainly original, eye catching communication.

The diversity of possible promos that this brand would need to communicate, made this style more likely and flexible when planning that the pieces were vibrant and joyful, but also with variety of ways on how to advertise each one. Thinking on that scenario, a whole typeface hand drawn was deveolp in order to deliver some of the messages in the shape of headlines with a pinch of creativity.

All the printed materials where of course adapted to being channeled by the brand social media; in order to reach younger target, that was the main concern of the brand managers at the very begining of our cooperation.