Buck the food hall trend with a distinctive marketplace experience
The Market Line / Brand Strategy Lead, CO OP
How do you prove distinction when there seems to be a food hall around every corner? How do you claim authenticity when you're brand new?
Challenge: Define a unique marketplace brand at a time when there's a food hall around every corner. Understand and meet the needs of a vocal community sensitive to change and disruption of their neighborhood. Create a compelling story for retailers to choose this place to open and grow their business.
Solution: Lean into the history, character, culture, and cuisine of the Lower East Side, and position this marketplace as a natural evolution of a legendary place. A place rooted in personal connections, in stories, in personalities. A place where family businesses have grown into legends, where generations have flocked to make it here, and cuisine is both cutting-edge and home-cooked. Here, and only here, could be the city's marketplace.
Brand Launch / Brand Strategy / Qualitative Research / Communications Strategy