Brief
Create a new and different contemporary street market for Falmouth to be proposed to the local council by a group of entrepreneurs. The market can be held in several locations such as; Events Square, Land Adjacent to the docks, Pendennis Castle or any other appropriate place in Falmouth. Research and evaluate what consumers want from a street market and the benefits of having a new street market.
Solution
I have decided that my final concept will be based on the experience of ‘taste’. It will involve food and drink produce businesses from Falmouth and also local businesses within a 30 mile range such as Rodda’s Creamery in Redruth. This therefore means that my market will be celebrating local and Cornish produce. The Market/food Fayre will be held in Events Square.
Overall, from my research, one of the main issues I have found out is that people would prefer to shop at street markets with tasters available, rather than supermarkets, because they have the ability to try new produce that people may have never thought they would like. Whereas, at supermarkets most people will just buy the same produce over and over again because they aren’t willing to spend their money on food they may not like. I have settled to make my market a monthly event rather than weekly as I believe this will be better from an experience point of view and in terms of persuasion, will hopefully make customers who have been to one before, excited for the next one. In terms of finance, the tasting side to it will not affect the businesses as they only need to provide tasters once a month and the market gives an insight on what the businesses have to offer produce wise, and will hopefully entice customers to come and visit their own store branch afterwards. The market will also allow consumers to sample food producer’s existing ingredients and brand new ones to see if they are good enough to be sold commercially.
Brand values – Refreshing, Honest, Convivial, Involvement and Enticing.
Brand Logo
Based on the typeface Avenir Next and the 'OF FALMOUTH FOOD FAYRE' is Gill Sans typeface, however largely edited including rounding the letters and changing the 'a'. I have created a swirl in the middle of the ‘a’ to represent the idea of food tasters, giving you a ‘hint’ of what produce is on offer and as it also looks like a wave, this relates to Falmouth and the sea, therefore a wave is a ‘hint’ of the whole sea. I have chosen a vivid pink colour for my logo as it represents the idea of being friendly and approachable, and also being able to nurture others which this food fayre exactly does.
Illustrations
To compliment my brand logo I have created 8 food and drink illustrations that are also Cornish and have generated them using polygon shapes consisting of many colours and various tints. These different tints of colours relate to how your taste buds react to certain types of food to create an overall ‘taste sensation’.
Poster Advertisements
Applications
Coffee cups
Example food packaging
Apron design
Bag design and food crate with engraved brand
Example food signage
Outdoor Signage
Maritime museum temporary signage
Events Square beach hut temporary signage
Example food stall signage
App
The app allows users to view the businesses on offer and vote who is the best business each month. Every month the food sellers will vary so there will always be something different for the consumers to try and rate. There is also a map option which allows the user to locate where businesses are in Cornwall and hopefully visit them after attending the Taste of Falmouth Food Fayre.
