Greenmarket Co. identity
Identity, Public Service
GrowNYC is the not-for-profit operator of NYC's famed Greenmarket farmers markets. They recently launched an initiative that brings local, fresh, and fairly priced produce to a wider audience—from grocery store shoppers to name-brand chefs—through wholesale delivery in Manhattan and the boroughs. For this pro-bono project, Carbone Smolan Agency developed a name, tagline, messaging, and design system to appeal to the initiative's broad target audience. CSA selected the name "Greenmarket Co." and created a customizable campaign, "Fresh is In NYC" (which becomes "Fresh is in Brownsville" or "Fresh is in East Harlem" based on store location), that appeals directly to the end consumer. A comprehensive identity communicates the vitality of the farmers market and includes a set of four seasonally inspired logos, an illustrated pattern of fruits and veggies, and an in-store signage system that shows off Greenmarket Co. produce.
Ken Carbone, chief creative director; Wendy Hu/Kimiyo Nakatsui, designers; Carla Miller, design director; Rachel Crawford, project director; Allie Strauss, project manager; Carbone Smolan Agency (New York, NY), design firm; GrowNYC, client.