Jackson Market: Rebrand Case Study
Services: Branding, Logo, Naming, Web Design
Jackson Market is a historic neighborhood market in the Russian Hill district of San Francisco. The business recently had a change of ownership, and I was commissioned to refresh the existing brand identity and web presence.
The new owners plan to expand the product offering to include local and artisan goods such as; craft beers, wines, cheeses and other gourmet foods. Additionally, Jackson Market has been selling their famous handmade beef jerky since 1960, so it was important that we communicate to the existing customer base that the famous beef jerky will continue to play a huge part in the future of the business. This lead to the goal of introducing the new direction of the market while taking care not ignore the history of the business or alienate existing and loyal customers.
I started brainstorming and decided that a really bright and somewhat minimal brand identity would help refresh the space and really welcome the changes to come. With the majority of markets in the area feeling washed out and cluttered, my goal was to play up the white space and develop a simple, bold logo and branding system to be used for all internal and external environmental signage to help it stand on it's own.
I worked through a few concepts until moving forward with the final concept which was a nod to a vintage butcher shop. This brought in the history and relation to handcrafted meats, as the jerky is still handmade, in-house.
Once the style and general form of the final concept was hashed out, I switched my focus creating the copy for the tagline and additional text that would be displayed with the primary lock-up logo. It was important to the owner to call out the specialty products that they would be selling, so after dozens of combinations, we settled on the tagline; Jackson Market: Craft Beer, Cheese and Local Goods, Since 1960.
I laid out 2 main logo variations - the contained version and a longer-form logo that was designed to be used on the exterior environmental graphics and signage, as it fits best with the available spaces. The two were designed for specific applications, but unmistakably work together as complimentary brand elements.
Although the existing website was responsible for a majority of Jackson Market's jerky sales, it wasn't optimized for current web or mobile standards and was extremely lacking in the user experience department. I customized a new online storefront that leads the customer through a very simple, lightweight user flow in order to increase conversion of first-time customers and minimize the amount of abandoned carts due to the existing primitive checkout. We chose to use an existing e-commerce platform - It was important that the backend was easy to use for the owner and limits bottlenecks in order fulfillment, as the staff receives up to the minute order notifications and can access any pertinent information on their own.