Background

Forks & Downs Market (F&DM) was conceived as a platform for locally produced goods, food and emerging brands, creating an environment where producers can connect directly with consumers and other businesses. The ambition was to build more than a conventional market, F&DM needed to become an identifiable cultural and commercial space that champions local production, creativity and entrepreneurship.

At the heart of the brand is the idea of encouraging people to actively support what is produced around them, creating greater opportunities for local products to reach their intended consumers.

Challenge

The challenge was to develop a brand identity that could bring a wide variety of local products, vendors and experiences together under one recognisable masterbrand, while still feeling vibrant, authentic and distinctly local.

Rather than creating the rigid appearance associated with conventional corporate identities, F&DM required a visual language with personality, something organic, expressive and capable of representing food, culture, commerce and community at the same time. The identity also needed enough flexibility to work across signage, merchandise, stationery, outdoor advertising and individual vendor communications while maintaining a consistent overall brand.

Outcome

We developed a bold identity centred around the idea of “DO”  transforming the brand into a visual and verbal call to action: Do Something Local.

The logo combines the form of a fork with the word “DO”, directly connecting the identity to food and consumption while reinforcing the brand’s action-driven philosophy. The typography was deliberately customised to feel more organic and culturally expressive, moving away from the polished uniformity of traditional corporate branding.

A distinctive colour system and graphic pattern were developed to expand the identity beyond the logo, giving F&DM a recognisable visual language across every touchpoint. The resulting brand is energetic, adaptable and unmistakably local, creating a platform where local producers, consumers and brands can meet, interact and grow together.