Central Market Brand Campaign
When we’re asked to describe high-end Texas grocer Central Market to our clients, we simply say, “Central Market has over 600 cheeses, and 30 varieties of apples.” That’s a short way of saying that Central Market is passionate about food. They have buyers all over the world sourcing cheeses, fresh fish, produce – you name it – to offer their customers not only the most variety, but the freshest variety, too. Central Market truly is where foodies shop in Texas.
When they approached us about a brand update (they hadn’t updated their core identity since the company started in 1994), we knew we had to capture that spirit and energy visually and verbally.
Starting with the tagline “Really Into Food,” we created a fresh brand identity and voice. Visually, we made food the hero, shooting a library of food “confetti” that peppers every communications point from their catering van and shopping bags to in-store posters, website, and catering guides. Combined with the visuals, we helped foster a playful but authoritative tone of voice for the brand with lines like, “Only Sharks Get Fresher Seafood,” “We Only Have Room for 683 Kinds of Cheese. Sorry.,” “As Far as We’re Concerned, They’re All Passion Fruits,” and “Stop Dipping Everything in Ranch.”