The Market Line, NYC’s newest foodie destination located in the iconic, bustling Lower East Side needed a robust brand campaign to excite local New York culture seekers, establish the unique offering in a highly competitive food scene while also ensuring consumers knew how to find its hidden location beneath the well-established Essex Market.
We positioned The Market Line as A CELEBRATION OF THE PAST AND FUTURE OF THE LOWER EAST SIDE and created a visual identity that would provide instant recognition as The Market Line. The logo, which was designed to represent the shape of the Lower East Side neighborhood, became a portal for vibrant vignettes showcasing the faces and stories of the diverse vendors within the market. The final campaign captures the story and attitude of the Lower East Side and promises a lifestyle experience–not another food hall.
Additionally, we coined “NYC’S UNDERGROUND MARKET” which told consumers exactly what and where it is while teasing the discovery of a hidden city treasure.
