Gaithersburg Farmers Markets
Fresh and Locally Grown Produce Year-Round
CASE STUDY
Buy Local. Buy Fresh.
Client
Gaithersburg Farmers Markets
Services
Branding
Graphic Design
Branding Freshness: Gaithersburg Farmers Market’s New Look
Overview
The Gaithersburg Farmers Markets are a beloved staple in the Maryland community, offering fresh, locally grown produce year-round. While the markets had a strong following, they did not have any branding or clear identity. They needed a fresh, engaging visual presence that would reflect their mission and attract a broader audience. My goal was to develop a cohesive Gaithersburg Farmers Market branding strategy that would strengthen their community connection and increase visibility across digital and print platforms.
Buy Local. Buy Fresh.
Gaithersburg hosts two distinct markets:
The Main Street Market (Kentlands) offers a mix of cultural foods, flowers, produce, and local spirits. It’s a go-to for neighborhood regulars and visitors—including four-legged friends looking for homemade pet treats!
The Casey Farmers Market focuses on accessibility and community-building, featuring nutritious foods, hard-to-find specialty produce, local food trucks, and the Great Gaithersburg Bake-Off—a crowd favorite!
I was responsible for the complete Gaithersburg Farmers Market branding, creating a fresh and recognizable identity that embodied the vibrancy of local produce and community engagement. The new branding had to feel inviting, lively, and natural—just like the market itself.
Design Concept
The new Gaithersburg Farmers Market branding captures the essence of fresh, local, and community-driven shopping. To achieve this, I designed a bold yet simple apple-shaped logo as the centerpiece of the branding, symbolizing freshness and nature while making the market instantly recognizable. The color palette, featuring bumblebee yellow and Persian green, was carefully selected to evoke a sense of freshness and sustainability. These primary colors were paired with atomic tangerine and Indian red as accent shades, adding warmth and flexibility to the visual system.
The branding uses a carefully selected mix of fonts to create a balanced and inviting visual identity. “Organic” is used for titles, giving a vintage, natural feel that aligns with the market’s fresh and local essence. “Eds Market Bold Script” serves as the subtitle font, adding a casual, handwritten touch that makes the design approachable. For body text, “Futura STD” ensures clean, modern readability, tying everything together with a professional and polished look.
Inspired by the apple shape in the logo, I designed a set of icons and textures in different color variations. These can be used across social media, print materials, and merchandise such as stickers, buttons, and tote bags.
Challenges
The Gaithersburg Farmers Markets had no existing branding, making it difficult to establish recognition and consistency. A clear visual identity was essential to unify marketing materials and create a strong community presence. The market also needed a cost-effective design system adaptable across formats, from banners to social media. Additionally, with a diverse audience spanning young families to older shoppers, the branding had to be both visually appealing and accessible to all.
Solutions
To address these challenges, I developed a Gaithersburg Farmers Market branding style guide that provided clear guidelines for digital and print materials. I also designed a scalable and adaptable branding system that maintained visual impact while being flexible for different applications. By incorporating a mix of modern fonts, bright colors, and friendly icons, I created an inviting and engaging design that resonated with a wide range of shoppers.
Deliverables
- A brand-new logo designed to capture the fresh, local spirit of the markets, making them instantly recognizable and visually appealing.
- Flyers, posters, and digital ads for community outreach.
- Branded social media templates for ongoing use.
- Market signage, including banners and vendor signage.
- A one-sheet brand guideline outlining colors, logo variations, and application examples.
Results
- Stronger brand recognition, making the markets more memorable within the community.
- Positive feedback from both market organizers and attendees who felt the branding reflected their mission.
- Higher social media engagement, with a 25% increase in shares and interactions due to the fresh, inviting visuals.
With a polished, cohesive Gaithersburg Farmers Market branding strategy, I helped strengthen the markets’ identity, improve visibility, and create an inviting brand experience for visitors. The fresh look ensures these markets remain a go-to destination for fresh, local produce.
