Skip to content


Central Market Brand Style Guide

When we do style guides for identities we create for our clients, we often need to strike just the right balance. If the guide is too prescriptive, different projects can end up looking too similar or repetitive. If the guide isn’t prescriptive enough, the projects might not look cohesive, like they belong to the same brand.

The style guide we created along with the new brand identity for high-end Texas grocer Central Market is a good example.

The guidelines help users create communications for Central Market that have enough flexibility to show the passion and joy Central Market has for food, but put enough rules in place so work doesn’t look too disparate. The guidelines include everything from colors and type to the way food photography is treated. It even has a glossary of preferred food nomenclature, just to make sure you put the acute accent in “soufflé.”