Brooklyn Fare’s Packaging and Graphic Design

Brooklyn Fare’s Packaging and Graphic Design
July 2, 2009, 12:15 pm



We’re sort of loving Mucca Design’s packaging design and cheeky copy for the newly-opened gourmet store Brooklyn Fare. You may already be familiar with Mucca’s work — examples
include the branding and logo design of Keith McNally’s Balthazar and the recent website and
logo redesign of MenuPages.

The work for Brooklyn Fare is a full-on identity: packaging design, custom typeface, copywriting, even interior signage and t-shirts (in all it uses only four colors). The packaging “talks” to the consumer using a witty tone, playing on tired cliches, and we’re especially fond of the coffee cup sleeves that poke fun at Starbucks, saying, “It’s a medium not a grande” and “It’s a small not a tall.” Suck it Starbucks!


Even the napkins are custom with some snappy copy.

In their June email newsletter, Mucca Design had this to say:

Getting to know our neighbors — strategically speaking

Our goal was to position this smaller, neighborhood store to be able to compete with the national grocery giants. Considering the recent surge in development in the area, we wanted to establish the business as the go-to local store for incoming residents of upscale condos and nearby brownstones; consumers who want healthy and environmentally-friendly goods at a fair price. We developed a name that would convey our client’s vision of a neighborhood market that evokes the borough’s rich history: Brooklyn Fare.

Next, we created a branding strategy that would give the store a unique voice, garnering attention and setting it apart from its competitors. The voice came through in a literal manner with text as the focus of the brand rather than imagery. We used our most excellent copywriting skills to achieve the right tone; one with the edgy humor that New Yorkers welcome.

A colloquial brand calls for the creation of a personable typeface

Because the brand is based on copy meant to engage the customer, the proprietary typeface we created, Fare Serif, needed to echo that same playful tone. It is friendly and accessible and meant to be used BIG. We applied it to everything, and we mean everything, in the store.

Brooklyn Fare from Mr. Mucca on Vimeo.

Video: Brooklyn Fare Products

—Raphael Brion


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