"Our goal was to position this smaller, neighborhood store to be able to
compete with the national grocery giants. Considering the recent surge
in development in the area, we wanted to establish the business as the
go-to local store for incoming residents of upscale condos and nearby
brownstones; consumers who want healthy and environmentally-friendly
goods at a fair price. We developed a name that would convey our
client’s vision of a neighborhood market that evokes the borough’s rich
history: Brooklyn Fare.
Next, we created a branding strategy
that would give the store a unique voice, garnering attention and
setting it apart from its competitors. The voice came through in a
literal manner with text as the focus of the brand rather than imagery.
We used our most excellent copywriting skills to achieve the right
tone; one with the edgy humor that New Yorkers welcome.
Because the brand is based on copy meant to engage the customer, the
proprietary typeface we created, Fare Serif, needed to echo that same
playful tone. It is friendly and accessible and meant to be used BIG.
We applied it to everything, and we mean everything, in the store. From napkins and food labels to store wayfinding and produce displays
you’ll find Mucca Design details all over Brooklyn Fare. Uniforms?
Yeah, we did those too."