Throughout most of its existence, The Fresh Market’s corporate image centered on a  borrowed agrarian motif to convey the literal fresh from the farm aesthetic. With the company’s evolution to a more upmarket source for gourmet and quality foods and wines, the need arrose for a sophisticated yet still approachable exterior brand image that its new stores could employ.

In a design collaboration with Smith Hanes Studio, we created a new prototype; leveraging classical proportions and essential Art Deco detailing, that could provide design element options for local architects to make site adaptive choices in locations across the country.