ORANGE PIP MARKET
BRIEF | High streets all over the country face growing challenges with the acceleration of e-commerce and out-of-town retail. An increase in takeaways, betting shops, charity shops and discount retailers are dominating high streets everywhere at the expense of traditional vendors. Middlesbrough Council want to readdress the balance and as a result they are bringing a food market back into the town centre on Baker & Bedford Street.
Our brief was to create a name for the market and a brand identity. The Council’s aspirations were that the market would position itself somewhere between a traditional farmer’s market, a continental market and an urban festival.
RESPONSE | Inspired by the Baker Street connection we decided upon the name Orange Pip, which is one of 56 stories written by Sherlock Holmes who had also lived at a Baker Street address.
Before commencing on the creative treatment of the logo we took a step back and refocused on the direction the market would take, considered today’s heavily branded world and who we would be talking too. We collaborated with Nicky Peacock, Creative Director of Orange Pip, to bring influences such as turn of the century American typeface design to the project. We knew it couldn’t be vanilla because as Nicky says, “this is about extraordinary people, buying extraordinary goods, from extraordinary vendors.”
RESULTS | The market is due to launch spring 2016.
SCOPE OF WORK | Branding | Design | Market Research