Soulard Rebranding Book

BR AN DIN G F O R THE SOUL ARD FARMER’S MARKET 1

K ELSEY ROONEY

TABLE OF CONTENTS Client Overview Competition Brief Early Inspiration & Concepts Process Final Logo Branding Executions

3 7 9 11 13 16

2

THE CLIENT // SOULARD FARMERS MARKET The Soulard Farmers Market is located in Saint Louis, Missouri. It was established in the Soulard neighborhood, which gets its name from Antoine Pierre Soulard, a pioneer Frenchman who first came to the area in the late 1790s as a surveyor for the King of Spain. After he died, his widow, Julia, gave the city two blocks of land to be used as a permanent market Soulard Farmers Market is one of the oldest farmers markets in the United States, tracing back to an openair market in the area that began in 1779. The market is presently located at 730 Carrol Street where the current landmark Grand Hall was built in 1929.

THE NEIGHBORHOOD

The Soulard neighborhood is an economically- and culturally-diverse community located less than two miles south of downtown Saint Louis. This neighborhood has a robust local business economy, food scene and night life.

Soulard is one of the oldest parts of the city with original housing stock dating from the mid- to late1800s and exhibiting a range of architectural styles that include Second Empire, most identifible by the characterisic Mansard roof The neighborhood applied for and was granted its historic designation on December 26, 1972.

THE TARGET MARKET

Soulard Market is noted as a historic landmark in St. Louis, Missouri, and is widely recognized as a staple place to visit by St. Louis publications and travel blogs.

The market gets a large amount of St. Louis-area (especially Soulard neighborhood) traffic, along with visitors and tourists. The age range for the market is quite broad, ranging from young adults to the elderly.

Overall, the market is for everyone.

3

CURRENT BRANDING

4

CURRENT BRANDING Soulard Farmers Market currently has a logo with a stamp seal quality to it. The branding also features two active websites with no cohesive feeling or connection to the neighborhood. One website has some relationship with the Soulard neighborhood branding, but has nothing to define itself as a unique place in St. Louis.

SOULARD NEIGHBORHOOD LOGO

WEBSITE #1

5

SOULARD FARMER’S MARKET LOGO #1

SOULARD FARMER’S MARKET LOGO #2

WEBSITE #2

6

THE COMPETITION OTHER MARKETS

There are many farmers markets in the St. Louis area.

These markets include...

• Tower Grove Farmers Market* • Schlafly Farmers Market* • Ferguson Farmers Market • Clayton Farmers Market • Webster Groves Farmers Market • Cherokee Street Farmers Market

* Within a 20-minute drive of the Soulard Farmers Market

COMPETITIVE ADVANTAGE

The Soulard Farmer’s Market is the only farmers market in the St. Louis Metropolitan area that is open year-round. It also has the advantage of having historical significance in that it is the oldest market west

7

TOWER GROVE BRANDING

SCHLAFLY FARMERS MARKET

8

INSPIRATION + EARLY COMPOSITIONS FRENCH-INSPIRED DESIGN

9

EARLY COMPOSITIONS

10

THE PROCESS SKETCHES

11

DIGITAL DRAFTS

12

THE FINAL LOGO COMPLETE FINAL LOGO

13

CONDENSED FINAL LOGO

14

SEAL LOGO (FOR SMALLER ITEMS)

15

SITUATIONAL BRANDING The branding of the Soulard Farmer’s Market is communicates a historic brand with contemporary accents. The situational branding includes a letterhead, envelope, business card, a website, signage and bags.

The letterhead, envelope and business cards are appropriate for business communications with vendors and sponsors of the market. The website is a modern rendition of the brand, with easy-toread and intuitive user interface. The purpose of the website will be to provide visitors and locals of the St. Louis area with the proper information to draw them to the market. The banner signagewill be hung inside and outside of the market to promote the market to passersby. The chalkboard sign gives of a vintage feeling while communicating with current trends with a younger demographic.

There are two types of bags for visitors of the market to have. The brown paper bags can be distributed to vendors to use if needed, or for customers to put all of their merchandise in one place.

Having recycleable bags will be a great feature for the neighborhood’s environmentally conscious vibe. The canvas tote bag is an option available for customers to purchase - this will be a great marketing tool since they are not only reuseable, but extremely functional.

16

LETTERHEAD, ENVELOPE, BUSINESS CARDS

17

WEBSITE

18

CANVAS TOTE + BROWN PAPER BAG

19

CHALKBOARD SIGNAGE

20

INDOOR + OUTDOOR BANNER SIGNAGE

21

BR AN DIN G F O R THE SOUL ARD FARMER’S MARKET Crea te d by K els ey Rooney for A R T 116 : Co n tent & Audience a t Dra ke Univers ity