Market School

Scope
1. Creative Direction
2. Visual Identiy

Tags
Food Systems
Education
New York City

The Market school, created in 2025, is a culinary education platform centered around sustainable, food systems and regional agriculture.

To appeal to a NYC audience, we bypassed traditional, lifestyle-driven food branding. Instead, we focused on establishing raw institutional credibility—trading mascots and high-gloss finishes for a more grounded, authentic identity.

The brand system balances professionalism, human qualities, and a subtle, insider “if you know, you know” sensibility.

The identity reflects contemporary aesthetics, environmentally conscious and considered food knowledge, and a sense of exclusivity rooted in connection to a niche community.

Explorations focused on historical new york markets, and kitchen practice This lead to further analysis of the dynamics of a market, the movement – the in and out, the people, the food, the energy The identity evolved into something tactile, and imperfectly human.

Case Study

Full Process

Phase 1

Phase 2

Phase 3

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