Melbourne's Queen Victoria Market has taken on a fresh new look developed by brand agency R-Co.
Seeking to create "a greater sense of place and contemporary style" for the iconic location, R-Co used a "vibrant palette of colours to symbolise the energy and diverse experiences of Queen Victoria Market". These are set around a black square that alludes to the market's city grid footprint.
It comes with the tagline: Your Market. Forever.
“Rather than reinforce the market’s historic traditions, we chose to present Queen Victoria Market as a vital part of Melbourne’s evolution, able to adapt and be relevant in a competitive environment," said R-Co CEO and creative director Richard Henderson.
“From a branding aspect, the emotional connection with Queen Victoria Market will always be the actual experience of being there and feeling part of life.
“Our role was to respond to the need for Queen Victoria Market to be a place of authenticity and significance within the wider community,” Henderson added.
Queen Victoria Market CEO Jan Cochrane-Harry stated that the rebrand was all about bringing people together.
“We sought a new identity that reflects both where our Market is now and where we are heading - a future that’s dynamic, vibrant and full of life, much as it has been since 1878," she said.
