A letter to our community

Hello Market Family!

Downtown Phoenix Farmer Market has come a long way since the beginning in 2005 (as you can see, so has our logo). Each year we add new ways to help Arizona flourish. With so much going on here, many people don’t even realize our farmers market is operated by a nonprofit organization, Community Food Connections. As an organization focused on the conservation of resources and the health of our community, here’s to another terrific 15 years!

This project started with a need to update our website to be responsive and accessible. Back in June 2019, we began working with local branding and design agency, HAPI. The creation of the new brand has included months of research and development and incorporated input from diverse shoppers, community leaders, business owners, and residents. Once we started doing the research, it became evident that the market needed to do a better job at messaging the impact the farmers market has on our community and the work we do as a non-profit organization.

In February, we unveiled our new brand to celebrate our exciting anniversary. However, we switched our focus in March, adapting and responding to the critical needs during the outbreak of COVID-19. Our steadfast farmers market has continued operating weekly, providing a vital platform for local businesses and shoppers alike. We are so excited to show you all of the incredible work that’s been put into this project.

Some of the great new features of this site include:

Thank you for your support and dedication to the farmers market throughout the years. Especially this year, we have been in awe of the incredible generosity we have seen within our unique community.

Cheers,

Sara Matlin

Executive Director
Community Food Connections

Background– With the mark of our 15th Anniversary, it felt like the perfect time to rebrand. We have made it our purpose to grow with intention and we are excited to look forward to the next 15 years feeling refreshed.

Process– Back in June 2019 we started working with local branding and design agency, HAPI. The new name and logo were developed through a collaborative process. The creation of the new brand has included months of research and development and incorporated input from diverse shoppers, community leaders, business owners, and residents. HAPI hosted stakeholder brand sessions, one-on-one interviews and ran an online survey.

What the research revealed – Our community is made of local shoppers who care for quality products. Our customers prioritize local foods that are sustainably grown and produced.

Beliefs and Standards: Diversity, Authenticity, Sustainability, Local, Honesty, Quality

Downtown Phoenix Farmers Market – The new name communicates a clear identity. In our research, farmers market was identified as the most important word the venue should be communicating and location was ranked as our top benefit. The name will also help identify the farmers market as it’s own authentic identity in order to highlight the work we do as a nonprofit organization.

Logo – A distinct and unique logo that’s packaged perfectly. The logo feels authentic and the texture adds an urban feel.

Colors – Greens and neutrals reflect the values of the organization associated with integrity, freshness, health, growth, and nature.

Imagery – The new look utilizes vintage etch drawings of seasonal produce and products to celebrate the market’s commitment to providing genuinely local foods. Images also clearly communicate the variety of products that can be found at the market. The set of graphics will be used across media to keep a cohesive brand look.

Website – With a growing interest to know where our food comes from and a hunger for greater food transparency, CFC makes every effort for customers to trust the authenticity of the products they shop at the market. Discover vendor stories, farm tour photos, and chef cooking videos to help you connect with the food you eat.

Posted in CFC