Dairy Market Brand Development
Dairy Market, a facet of the Dairy Central development, tasked Watermark with creating a brand that encompasses the many aspects that will make it a unique staple of Charlottesville, VA.
What is Dairy Market?
‘A nod to the past and a step to the future’, Dairy Market brings the national Food Hall revolution to Charlottesville (in 2020) while reviving a cherished community treasure in the heart of the city: the old Monticello Dairy building. The Dairy, to this day, sparks nostalgic memories and conversations for many of Charlottesville’s residents.
The development of Dairy Market was inspired by the success stories of Chelsea Market (NY), OxBow Market (Napa Valley), and Krog Street Market (Atlanta). Dairy Market will feature a carefully curated selection of Virginian purveyors and artisans, offering a unique array of flavors, talent and inspiration.
Developing the identity
In creating the logo design for Dairy Market, we were tasked with blending the urban and community based nature of the Market with the historic Monticello Dairy branding. We explored a variety of directions, but the winner was truly a ‘nod to the past’, paying homage to the original Monticello Dairy logo through custom, hand-lettered typography created at Watermark, and a fresh and modern surround.
Establishing a Tone
Once the identity foundation was laid with the logo design, a clear vision for the brand was defined. As we delved into print materials, the website, and other collateral we kept the following goals in mind:
- Evoke nostalgia and history, with a modern influence.
- Display the artisanal nature of the Market through hand illustration, custom lettering, raw/vintage textures and organic tones.
- Create a tailored experience through every piece – one that quickly conveys what Dairy Market offers, along with the quality and vision behind it.
Above: various macro shots of the Tenant Brochure display brand aesthetics; detailed hand-illustrations, dynamic formatting with a modern, minimal layout on heavy paper.
Above: The Dairy Market logo sits above vintage-inspired hand-drawn illustrations created at Watermark, paying homage to the original stamps, tags, and logos from the historic Monticello Dairy.
Above: A rendering of Dairy Market, opening 2020.