CLIENT: MODERN MARKET EATERY
MY ROLE: DESIGNER/ACD
CD: LANCE REED
FIRM: SRG
MY ROLE: DESIGNER/ACD
CD: LANCE REED
FIRM: SRG
With a healthy, trend-forward menu and hip, contemporary environment, Modern Market Eatery had successfully broken into the fast-casual space. However, the brand was struggling to grow because of its lack of differentiation—being “healthy” just wasn’t enough. The brand turned to SRG for a new strategic vision centered around the idea of the “Pulse of the Market," which I had the exciting opportunity to help develop. I also designed the evolved identity below (launched in 2019) to more clearly tap into the excitement of a bustling, modern market experience.
There was consumer confusion around what Modern Market was (some actually thought it was a furniture store), so in the new mark, I included the word "EATERY" and downplayed "market." The script I created through the middle of the logo is a nod to the
new brand vision, "Pulse of the Market," and the flowing line served as a unifying element throughout the identity system.
new brand vision, "Pulse of the Market," and the flowing line served as a unifying element throughout the identity system.
I collaborated with Lance Reed (CD) and Jeremy Kay (Director of Brand Environments) to create a completely reimagined store design experience. We grounded the space in a warm, neutral palette that feels fresh and inviting. Touches of colorful graphic accents, modern patterns, and luminous signs provide stimulating visual accents that create an optimistic, healthy vibe. The new design is being rolled out in 2019-20.
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