Rebranding a Copenhagen icon

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In its 10 year history Copenhagen's main food market Torvehallerne has become an institution for Copenhageners and tourists alike. But the identity needed a modern brush up.

 

I took inspiration from the robust lettering on produce boxes for typography. The color scheme was lifted from the natural hues of the market's produce. A more flexible logo use and layout was introduced. I wanted the imagery and photography style to reflect a more natural, dynamic and tactile feeling, and lastly a catalogue of beautiful encyclopaedic-style illustrations was developed with  the talented illustrator Louise Flansmose  to infuse the identity with an ownable graphic brand element.