Prahran Market has unveiled a new combined brand platform ‘Eat It Up’ and brand identity, setting a clear direction for how Melbourne’s food market will celebrate its passion for food and community in the years ahead.
Created by independent Melbourne agency Town Square, it marks a significant evolution for Prahran Market, which was first established in 1864, and will form the framework for every part of the market experience.
Town Square’s strategy was to reaffirm Prahran Market as the gathering place for anyone who loves great food, and draws on the rich, multi-sensory atmosphere that defines the authentic community market.
At the heart of the work is a focus on what makes the market indispensable to the people it serves. ‘Eat It Up’ is an invitation that goes beyond functional or emotional messaging, tapping into the pleasure of food, atmosphere and belonging and encouraging visitors to be fully immersed in the experience.
The creative articulation extends to the new use of the possessive Prahran’s Market, reinforcing the idea that the people of Prahran influence, shape and define their market. The refreshed brand logo is a contemporary re-interpretation of some of the earliest decorative features of the facade, with a rising sun evoking the dawning of each new day that is full of natural energy to fuel the growth of fresh produce.
“The world’s best markets reflect their neighbourhood. This new brand is about representing the market’s community. A reason for locals to feel proud of a place that belongs to them, that they play a part in shaping, and a reason for people from all over to want to come,” said Brendan Day, executive creative director at Town Square.
“Prahran Market has always been a place shaped by people who love good food and who value the connections that form around it. ‘Eat It Up’ captures that spirit and gives us a platform that supports our plans for the future while staying true to what makes this place special. We are excited to bring it to life with our traders and our community,” added Noel Dempsey, CEO of Prahran Market.
Credits:
Client: Prahran Market
CEO, Prahran Market: Noel Dempsey
Head of Experience, Prahran Market: Chloe Dutschke
Agency: Town Square
Executive Creative Director: Brendan Day
Design Director: Luke Henley
Chief Strategy Officer: Jeff Malone
Director: Harry Corsham
Account Manager: Valeria Mejia Perez
