San Juan, Puerto Rico • Il Nuovo Mercato •
BRANDING • SIGNAGE
Objective
To establish a brand identity, logo, and signage that encapsulates the essence of Il Nuovo Mercato as an Italian artisanal food hall that serves "very normal people" (VNP) who cherish exquisite taste, exceptional quality, and the journey of Italian flavors without compromising authenticity and freshness.
Challenge
The challenge was to create a visual identity that not only honors the traditional Italian market experience but also blends seamlessly with the coastal vibrancy of San Juan. The brand needed to be relatable to a clientele that values both a laid-back atmosphere and a genuine Italian dining experience.
Solution
TRE Agency conceived the brand name "Il Nuovo Mercato," reflecting both the legacy and innovation of Italian markets. The logo design, drawing inspiration from an antique weighing machine, represented the harmony between heritage and contemporary dining, with the needle pinpointing San Juan to emphasize the market's local presence.
Color Palette and Typography
A color palette reminiscent of Puerto Rico’s coastal waters was selected to convey freshness and a breezy ambiance. The typography melds classical Italian scripts with sleek, modern fonts, achieving a balance that's both inviting and reflective of the market's ethos.
Artistic Signage and Wall Decorations
In a bold move to infuse the space with artistic flair, TRE Agency introduced black and white doodles and images inspired by the iconic style of Picasso for the signage and wall decorations. These illustrations, while abstract, capture the essence of Italian cuisine and the lively spirit of San Juan, serving as a unique visual treat that complements the market's identity.
Outdoor Bar Experience
The Outdoor Bar, which takes the place of the original Primo Bar concept, offers an open-air environment where guests can enjoy artisanal beverages and sweeping views. The signage here, adorned with the same Picasso-inspired doodles, creates a sophisticated yet laid-back atmosphere conducive to socializing and savoring the market's offerings.
