High streets all over the country are facing 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 wanted to readdress the balance and as a result, they felt passionate about bringing a food market back into the heart of the town centre on Baker & Bedford Street.
The Council’s aspirations for the market were influenced by a range of world-class markets such as Borough, Maltby Street and Broadway in London, Brooklyn Flea and Smorgasburg in New York City as well as the amazing food producers at farmers markets throughout the region.
Our brief was to create a name and a brand identity for the market.
Through desk research, interviews and a naming workshop we decided upon the name Orange Pip. Inspired by the Baker Street connection the market name was taken from a Sherlock Holmes short story, The Tale of the Five Orange Pips by Arthur Conan Doyle. It was chosen as it fits with the turn of the century buildings on the street and bars, Sherlock’s and The Twisted Lip (the name of another short story) are also located in the area - with Baker Street being the common denominator.
Since its launch Orange Pip Market has gone from strength to strength. It's a firm favourite in the calendar and a place where great food, arts and performance come together to make a unique experience for the town. People affectionately refer to it as 'the Pip' too now and we love that!