Brooklyn Fare's Packaging and Graphic Design

Photographs: Eat Me Daily

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We're sort of loving Mucca Design's packaging design and cheeky copy for the newly-opened gourmet store Brooklyn Fare. You may already be familiar with Mucca's work — examples include the branding and logo design of Keith McNally's Balthazar and the recent website and logo redesign of MenuPages.

The work for Brooklyn Fare is a full-on identity: packaging design, custom typeface, copywriting, even interior signage and t-shirts (in all it uses only four colors). The packaging "talks" to the consumer using a witty tone, playing on tired cliches, and we're especially fond of the coffee cup sleeves that poke fun at Starbucks, saying, "It's a medium not a grande" and "It's a small not a tall." Suck it Starbucks!

Photographs: Eat Me Daily

Even the napkins are custom with some snappy copy.

In their June email newsletter, Mucca Design had this to say:

Getting to know our neighbors — strategically speaking

Our goal was to position this smaller, neighborhood store to be able to compete with the national grocery giants. Considering the recent surge in development in the area, we wanted to establish the business as the go-to local store for incoming residents of upscale condos and nearby brownstones; consumers who want healthy and environmentally-friendly goods at a fair price. We developed a name that would convey our client’s vision of a neighborhood market that evokes the borough’s rich history: Brooklyn Fare.

Next, we created a branding strategy that would give the store a unique voice, garnering attention and setting it apart from its competitors. The voice came through in a literal manner with text as the focus of the brand rather than imagery. We used our most excellent copywriting skills to achieve the right tone; one with the edgy humor that New Yorkers welcome.

A colloquial brand calls for the creation of a personable typeface

Because the brand is based on copy meant to engage the customer, the proprietary typeface we created, Fare Serif, needed to echo that same playful tone. It is friendly and accessible and meant to be used BIG. We applied it to everything, and we mean everything, in the store.

Video: Brooklyn Fare Products

—Raphael Brion

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Comment Feed

  1. gagbro

    I wonder what their toilet paper looks like

  2. Matt

    To be fair, Starbucks originally offered two sizes: short (8 oz.) and tall (12 oz.), and only later added the bigger (and thus aptly named) grande (16 oz.) and venti (20 oz.) sizes.

    • Matt, it doesn't matter. It's a goddamn small, medium and large. Making up words to suck money out of pretenders' pockets is bull. Get your head out of your ass.

  3. coyote

    Matt, so what happened to 'short'?

  4. John

    Coyote, you can still order a short at Starbucks. (In fact, I occasionally do.)

  5. Harvard Irving

    Great, more disposable crap. Just what we need.

    Having stylish stuff printed on it it doesn't make it OK to consume this crap and contribute the the world's waste and resources problems. Why don't you just bring your own reusable mug from home?

    • Mark

      Well, I don't bring my reusable mug, plate, fork, spoon, knife and napkin from home because I rarely walk out the door planning to just grab something to eat, it tends to be a spur of the momement decision.

      The idea of everyone lugging a full place setting with them each time they leave home because they might pick-up something to eat is pure silliness

  6. Ronbo13

    @ Harvard Irving:
    You mean, other than the fact that 99 out of 100 people DON'T? You're criticizing a store for doing what's necessary, when the guys you're angry at are its customers. Grow up.
    Are you seriously suggesting that these people try and open a store selling food without offering cups and sacks and napkins? What planet are you from. Please open such a store immediately, and then get right back to me about how well you did. I'll just sit here hitting the refresh button until you get back.

  7. madvic

    Je ne trouve pas ca soi original que ca. C'est du remaché....

  8. LMAO @ Ronbo13
    Excellent! You said it all, so I didn't have to.

  9. this is pure genius! Do like.

  10. Chris Ronk

    I like the cups the best. No, really.

  11. Gigi

    it's cool like the EAT company identity...

  12. window

    I dont know, maybe im crazy, but i actualy read the article and it did mention that its focus is on clients that are "environmentally-friendly" while being disposable, it is still environmentally safe?? Either way I dont drink coffee......but its nice to see someone going against the corporate giant

  13. M.S.

    Check the video.. I think theres only one item thats a step for going green.
    It would be bold to make all their items reusable.. I think recyclable should be enough for now.

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