LA River Farmers’ Market

Challenge:
To develop a branding strategy and identity for the new farmers' market at the LA State Historic Park that aligns with the interests of all stakeholders from various organizations. The goal of the new market serves to provide fresh and affordable produce to the surrounding working class neighborhoods, where access to fresh produce was often limited.

Deliverables:
Brand Development & Identity, Print & Digital Marketing, and Environmental Graphics

PAST & PRESENT

Inspired by the history of the Los Angeles River, the identity weaves together elements of its natural past with its urban present. To represent the areas connection to nourishment, we chose the acorn, corn, and water—resources that once flourished and sustained the Tongva people. The railway pays homage to the Southern Pacific Station, whose line once ran through the site where the park now stands, while the Chinatown Arch and the Roundhouse Bridge symbolize the area’s present cultural and architectural landscape.

Tackling food deserts in Los Angeles one market at a time.

Inspired by Nature

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