Le Marché du Foodlab
Montreal, August 2011
For one month in the summer of 2011, the Society for arts and technology (SAT), opened for the first time an open air farmer’s market right in the center of downton Montreal. The chalenge for the “Marché du Foodlab” was to create a visual identity representing both the technological aspect of the SAT and the more country side feel of an all organic meat and veggy market.
To achieve that, I’ve chosen to use a modern typefont, but to play it as an old vernacular farm advertisement. In addition, the colors — brown and beige — where chosen to reflect the earthy nature of “fresh from the farmer” products.