Fruitful Market (2015)

Designed at by Rachel Kerr.

Photography: Rachel Kerr

Photography: Gemma Kerr

Identity Commercial

Fruitful Market is a new organic grocery store, deli and eatery in Toronto, partnering with select local farmers who grow nutrient dense produce. The store sells the best artisanal goods along with sit in and take out offerings for breakfast, lunch and dinner. The client wanted a brand which tapped into the notion of nature and abundance.

Following a naming process, the logo was created to be distinct and visible, in turn quickly become iconic with the store. Typography is a complimentary palette of a classic geometric sans balanced with an elegant display serif. Old botanical illustrations of fruit and vegetables were treated in a contemporary manner, yet reflect the ethos of the client, to source produce that tasted like it used to. These illustrations work across all touch points, changing with the setting and the seasons, a mirror of what is happening in-store.

The interior is a mash up of vintage industrial in an urban shell, reflecting the concept of 'farm fresh food in the neighbourhood'. Traditional and contemporary lighting, works with a tongue and groove counter finished unexpectedly in Farrow & Ball arsenic to anchor the space. There is a stark contrast with its marble top and sleek Italian chill display, which sit alongside commissioned wall and freestanding shelves and tables, by a local metalworker to introduce a utilitarian feel. Planning is currently in place for the main sign, large metal letters fixed to a metal mesh panel.

With a deliberate grass roots strategy, the brand and space need to work hard to engage with potential customers, and it seems to be working. Fruitful Market is growing and work starts soon to increase seating, to accommodate customers who want to be a part of this community and sit in-store.

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