Haymarket
2022-2025
There isn't anything like Haymarket. We understood that we had an opportunity to help create something special that was a multi-faceted and cohesive experience.
There isn't anything like Haymarket. While Louisville, Kentucky, is known for its food and beverage industry, events, and agriculture, organizations rarely merge these industries into a coherent brand statement. Haymarket offers a farm-to-table dining experience, an upscale sustainable grocery concept, a bakery, and a drive-through cafe.
We understood that we had an opportunity to help create something special that was a multi-faceted and cohesive experience. While we focused on the design language as an iconic feature, we also maintained a deep focus on ease of experience for guests and the business's strategic growth.
The brand elements we designed came to life across packaging, digital touch-points, in-store signage, and even their delivery fleet, creating a visual world that feels both artisanal and contemporary — inspired both by the brand's agrarian origins as well as high-level urban market experiences seen in the world's finest cities.
While we dialed in the brand's physical expression, our custom development and UI/UX brought clarity, ease of use, and warmth to their online experience. We made it easy for customers to explore offerings, understand organic food sourcing, and engage with Haymarket's mission.
We partnered with Haymarket on product positioning, storytelling, and a modern go-to-market roadmap that aligned with their long-term growth. Helping them secure a loyal following in Louisville’s diverse hospitality scene and open a second location within three years of opening. By grounding strategy in purpose, supporting local farmers, expanding access to high-quality food, and celebrating Kentucky’s agricultural heritage, we helped them strengthen trust and open new revenue pathways.