Client: Chicago Market Co-Op
Design Direction: Nick Adam
Design Execution: Nick Adam + Ross Burwell
Website Development: Ross Burwell
Design Strategy and Research: Nick Adam
Naming: Nick Adam, Dawn Hancock
If you want to eat clean, there's no shortage of high-end fresh markets that will gladly take your whole paycheck.
The founders of Chicago Market
saw the rising demand for sustainable, healthy and affordable food. They also recognized a largely unmet need for a market as committed to local farmers and communities as it is to high quality offerings.
And thus, the idea for Chicago Market was born—a place for community members, not just consumers. A mecca for health nuts and foodies. A safe space where the veggie-averse and beginning cooks could find guidance and education, where local dollars stay local, making Chicago stronger.
Our first task: find a name. We dove straight into research, surveying Chicagoans from many backgrounds and neighborhoods to get a sense of their values and priorities when it comes where they shop and why.
Chicago is not a flashy city. We prefer simplicity over pomp and pretension. Landlocked here in the Midwest, we crave a sense of belonging, like we're all in this together. We tested several naming options and quickly found a winner: Chicago Market: A Community Co-op.
With a name and values defined, we began building a comprehensive identity system, pairing a crisp, primary color palette with familiar symbols like hand-applied seals and emblems, evoking honesty, humanity and health.