Cockney rhyming slang for ‘starvin’, Hank Marvin presents a select group of around 40 food trucks, street food stalls and fresh food producers every Saturday in Alma Park, St Kilda East. The market’s point of difference is in the curated selection of traders, the frequency (every week, all year round) and the location. Working with Hank Marvin from it’s inception, Self-titled had to create a new brand which would gain instant credibility inspiring traders, the local council and the public to get behind this new venture.
A flexible identity system was developed to highlight the traders and simultaneously drive value to Hank Marvin through association with these cult food figures. The responsive grid acts as an identity, a showcase and a layout system all in one. A start-up with limited budget, Self-titled had to create tools to let the market easily create powerful branded content, such as templates that were set up for social media use.
With traders knocking the door down, several features on Broadsheet and Masterchef wanting to film before the first trading day, it’s safe to say the brand has captured the festive atmosphere and excitement Hank Marvin represents.