Agency

R-Co Brand

Launch

2015

Role

Designer

Intro

Officially opened on 20 March 1878, the Market has been serving the people of Melbourne for more than 140 years. The Market has seen many transformations and was added to the National Heritage List in recognition of its links to the early colonial population of Melbourne and its ability to demonstrate the principal characteristics of a 19th century metropolitan produce market.

Also known affectionately as ‘Vic Market’ or ‘Queen Vic’, the Queen Victoria Market has been the heart and soul of Melbourne for more than a century. An historic landmark spread over two city blocks, it’s a vibrant and bustling inner-city market where you can shop at over 600 small businesses for everything from Australian fruit and vegetables, local and imported gourmet foods, clothing and souvenirs.

Rebranding an icon

Queen Victoria Market’s new brand identity was designed after thorough analysis and collaborative discussions with traders, stakeholders and Queen Victoria Market management. Creating a much greater sense of place for Melbourne’s iconic destination was critical in repositioning the market.

The new brand is represented by a vibrant palette of colours to symbolise the energy and diverse experiences of Queen Victoria Market; set around a black square that mirrors the Market’s city grid footprint.

Rather than reinforce the market’s historic traditions, we chose to present Queen Victoria Market as a vital part of Melbourne’s evolution, able to adapt and be relevant in a competitive environment.