LOKALITET is a farmers’ market for which we have created the branding, name, slogan and visual identity.
The name is derived from the Croatian term “lokalitet” which refers to a place, area, but also a language or some other features of a particular location. Its meaning perfectly matches the client’s purpose to present the products of a certain locality in one place. An additional quality of the name is in the way it is read, which alludes to the English words “local eat at”.
LOKALITET aims to be a specific farmers’ market, a combination of direct face-to-face sales and modern digital tools. The visual identity draws its inspiration from a simple object, a postcard. It is the symbol of communication that was traditionally used, and still exist today in the same or adapted digital form. Postcards connect people, give information about a locality and can be a souvenir. An integral part of a postcard is the postage stamp. For more than a century and a half, postage stamps have been representing their countries. The LOKALITET logo itself is designed in the shape of a postage stamp as a guarantee that each product belongs to a specific location.
As the goal of LOKALITET is to expand to different Croatian cities, the visual identity itself is designed to be highly adaptable. Flexibility is achieved by applying a mark on the logo using a stamp that contains the name of the city and its corresponding postal code.