Camden Market
Changing everything and nothingPunk spirit had been lost among tacky souvenirs and overpriced tat. As part of a major regeneration project, we created a brand that could change Camden Market’s future without changing its heritage.
WE PARTNERED ON
Consumer research, brand strategy, visual and verbal identity.
AWARDS
D&AD Professional Awards 2017, Wood Pencil, Branding Scheme
Transform Awards Europe 2017, Gold, Best Place Brand
THE ENEMY OF HOMOGENY
We immersed ourselves in the market. With its owners, workers and visitors. And through our research we found a common enemy: corporate conformity. For this brand to stand out we had to unfollow convention. Part entrepreneurial, part anarchic, this brand idea was a call to action for everyone.
DESIGNING AN UNBRAND
A market with such an irrepressible spirit didn’t need a strict brand system. Instead we created an ‘unbrand’. Black and white to cut through the clutter, with two bespoke typefaces inspired by the iconic Camden Lock sign. We achieved a distinctively Camden look, without the need to plaster a logo everywhere.
SETTING AND BREAKING THE RULES
Camden’s commitment to originality and refusal to follow rules meant prescriptive guidelines were a no-go. Instead we armed the internal team with the tools to implement the brand, and push its boundaries. The signage on Chalk Farm Road, by street artist David Samuel, was the first of a series of collaborations that brought the brand to life in and around the market.
ROB BOON
Creative Director, Camden Market
AWARDS
D&AD Professional Awards 2017, Wood Pencil, Branding Scheme
Transform Awards Europe 2017, Gold, Best Place Brand
