Designing the brand identity of a 100-year old market presents a distinct challenge—to strike a meaningful balance between a rich history, and the modern market’s fresh and delicious offerings.
While the overall aesthetic draws from engravings and typography of early 1900s, the color palette and large scale use of these traditional elements is distinctly modern. A symbol was developed to reference a cachet à cire, (a monogram stamp or wax seal), a symbol of pride and quality.
The original Market has grown over time to a number of cafés, as well as pop-up event spaces for the Armory Show, Architectural Digest Show, as well as many others through the year. This allows us to experiment with graphic treatments that will last only a week or even a few days.
Engravings have been used by Butterfield Market since the beginning, we developed an illustration style that allows us to tell stories with them.
This mural at the Market’s New York Junior League Café brightens up an otherwise conservative space, creating a conversation piece for humans (and birds alike).
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