‘A nod to the past and a step to the future’, Dairy Market brings the national Food Hall revolution to Charlottesville.

September 12, 2018

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.

dairy market charlottesville logo design


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:

dairy market charlottesville brochure design


Above: various macro shots of the Tenant Brochure display brand aesthetics; detailed hand-illustrations, dynamic formatting with a modern, minimal layout on heavy paper.

dairy market charlottesville website design


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.

dairy market charlottesville


Above: A rendering of Dairy Market, opening 2020.