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1“Mucca developed a visual language that embodies the elegance and eclecticism of the market, the neighborhood and New Yorkers in general,” says art director Christine Strohl. “Using local jargon such as ‘Lex’ and ‘NYC’ is a way for Butterfield to communicate that they share a cultural and geographic connection with their customers.”
2Strohl lists the type- faces used through- out the system: Bureau Grotesque, Jenson, Burin Sans, Rockwell, Zeppelin, Monoline Script and a custom “B” monogram.
This gorgeous identity program for an upscale grocery and caterer in New York City had the judges’ mouths watering. As is his tendency, art director Matteo Bologna broke the two-typeface rule, employing six different faces and a custom-drawn initial. Far from looking jumbled, the variety of complementary styles makes for a flexible brand system for the 90-year-old market. “Multiple logos, monograms, type and imagery provided us with the freedom to explore scale and materials in a fresh way,” notes art director Christine Strohl. “They did a beautiful job with the typography,” says judge Bridgid McCarren. “It’s very playful and varied, and it shows a lot of attention to detail.” Old meets new in the color palette, as well; Strohl says the mint and eggplant scheme references the store’s history but also celebrates a new generation in the family of proprietors.
TITLE Butterfield Market Identity System | DESIGN FIRM Mucca Design Corp., New York City; www.muccadesign.com | ART DIRECTORS Matteo Bologna, Christine Strohl | DESIGNERS Christine Strohl, Lauren Sheldon | CLIENT Butterfield Market
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