Project
Fig. Market
Visual Identity
Digital Experience
Details
Honest food branding — built on restraint, texture, and clarity
Client
Fig. Market
Year
2022
Timeline
9 Weeks
Tags
Editorial Aesthetic
Used Tools
Illustrator
InDesign
Figma
Notion
A calm, tactile identity for a food brand focused on seasonality and simplicity.
Fig. Market is a concept for a grocery brand rooted in seasonality, clean sourcing, and a quiet visual voice. The identity system had to feel confident — but never loud. Restraint became the driving principle.
Typography is clear and modest. The grid is generous and grounded. The color system is reduced to soft neutrals and natural accents, inspired by packaging materials and food textures.
Packaging is treated not as decoration, but as a carrier of trust. Visual silence allows the product to take center stage. What remains is a calm brand experience that feels composed, grounded, and real.
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