Tributary Market + Deli
Brand Identity Design
2023
This project is a comprehensive brand identity design for a prospective high-end, European-inspired market and deli located in Madison, Wisconsin. Located in the heart of the city with the largest proudcer-only farmers market, Tributary endeavors to craft delicacies that do Madison’s fresh local ingredients justice.
The Opportunity
The objective of this project was to create a comprehensive brand identity for a prospective high-end, European-inspired market and deli located in Madison, Wisconsin. The project includes branded merchandise, signage, a media plan, and interior and exterior design, among other touchpoints.
The Process
The concept for this project stemmed from the idea of celebrating local culture and goods while paying homage to the homelands of the European delicacies served. The prospective brick-and-mortar store would be located on State Street in Madison, WI. In researching the city, I learned that Madison is an isthmus flanked by Lake Mendota and Lake Monona, making these bodies of water a central part of the location. Based on this information, I landed on the name “Tributary” for the market and deli, which both alludes to the bodies of water surrounding the eatery and communicates its mission to pay tribute to the countries which inspire its culinary offerings.
Tributary would primarily market to adults ranging from university students attending the nearby University of Wisconsin-Madison, to the local government employees working in the State Capitol down the street. The specialty market and deli endeavors to provide an experience that connects patrons with cultures abroad, as well as their neighbors just across the street. By educating and engaging the city in each step of the culinary process, Tributary aims to cultivate a community around the sourcing, preparation, consumption, and discussion of the ingredients that comprise the dishes the eatery proudly serves.
250 State Street, Madison, WI
Tributary’s brick-and-mortar location
The Solution
The brand’s main mark features a subtle T shape at the center of overlapping linework, which visually represents the intersecting of cultures local and abroad. An elegant serif is used for the main wordmark to establish an upscale tone. A structured, extended sans serif is used as a secondary typeface to contrast the delicate nature of the main face and provide structure and stability.
The color palette includes a botanical green to represent the fresh ingredients that the eatery uses, as well as cream and charcoal colors as a softened take on classic neutrals. A stamp effect is carried throughout touchpoints to reinforce a hand-crafted tone and add a personal quality.