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An identity for a market that is as local as it is international, modern but always traditional and proud of its history. A brand to embrace variety and portray uniqueness as well as it's signature universality.
In order to create an identity for such a characteristic market in the heart of Buenos Aires historic quarter we asked ourselves: What makes it stand out? As frequent Mercado de San Telmo goers (and lovers!) we found the answer quickly. The market needed a brand that reflected the variety of products and shopping experiences it may offer. Where else would someone be able to find the entire collection of ABBA records right next to a traditional "Empanadas" shop?!
To speak about everything and to everyone no matter their age, gender or any kind of thing they may be looking for in life (incidentally, they will surely find it on the Mercado de San Telmo!) we created an approachable and easy to read color coded system, in which we defined seven product categories that comprehend the variety of goods the market has to offer.
This categories then turned into sticker-like emblems that work both individually, to showcase each kind of product, or in combination.
This colors, as well as the different product categories they represent, revamp the skeleton of the market, proposing new ways to discover and wander through it.
The new Mercado de San Telmo identity aims not only to renew the experience in the market itself but to establish a fashionable brand that might as well be worn on the streets or in one's kitchen... while cooking with the market's acquired/produced ingredients of course! ;)
Mixture in all imaginable aspects; mixture in terms of time, its history and its present, a mixture in terms of its audience and mainly, in terms of the variety of its offer.
It is impossible to think the San Telmo Market circumscribed to a closed, fixed, easily definable variable, unless that variable is all of them together.
It is impossible to think the San Telmo Market circumscribed to a closed, fixed, easily definable variable, unless that variable is all of them together.
The San Telmo Market knows itself unique in its species and we make it speak from that place, without any doubt about what it can offer.
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