WE PARTNERED ON
Consumer research, brand strategy, visual and verbal identity.

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.

“Camden has long been intertwined with radical thinking. So Ragged Edge were the obvious partners. Their unbrand gives us the perfect platform to create the Market’s future, while still aligning with its long history of new ideas.”

ROB BOON
Creative Director, Camden Market

AWARDS

D&AD Professional Awards 2017, Wood Pencil, Branding Scheme

Transform Awards Europe 2017, Gold, Best Place Brand

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