Alexa Martinez

Dearborn Market

Rebranding for gourmet food market and garden center

Identity & Website. Fall 2014.

Dearborn Market is a gourmet food and garden center located in Holmdel, New Jersey. As a local favorite, this establishment is seeking an update to their existing brand. The intent is to create a clear and unified vision for a new identity that expresses their collection of high quality goods and strong family tradition. The new approach spreads across all collateral and promotional material, indoor and outdoor signage, web design, etc.

Identity Update

The new mark is inspired by the unmistakable architecture of the market: a giant red barn. Simple serif text plays upon the traditional feel.


Sketches and ideation rest heavily upon finding the right serif typeface to accompany the barn graphic.

Branding Application

A series of stationery, signage, and promotional material helps complete the larger picture of this rebrand.

Signage & Other Material


Website Details

The Takeaway

Dearborn Market was a great exercise in brand integration. Ideating potential platforms that showcase the new brand was a fun way to explore designs I would not be exposed to in other projects. Putting the final touches on packaging and UI ensure a unified vision for the new brand.

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