Our new brand creation for Petticoat Lane Market hits the streets!

22 October 2024

September saw the exciting street launch of London’s famous Petticoat Lane Market – our latest brand creation project! We were thrilled to see a fresh burst of energy and vibrancy in the market’s blend of independent shops, restaurants, market stalls, businesses, student hotspots and residences.

Since 2018, we’ve worked with the City of London Corporation and the London Borough of Tower Hamlets to breathe new life into this cultural and commercial hub. Despite being established in 1650, and shaped by diverse waves of migration, Petticoat Lane had never had a brand profile or identity before. Our mission was creating a brand identity that honours the market’s storied history AND gives it authentic, modern appeal.

In spite of challenges like COVID-19, and the need to balance diverse stakeholder interests, our inclusive approach – seen through workshops, visitor research and more – allowed us to capture what was needed to truly represent the community, and position the market for the future. The new brand identity now reflects its heritage with:

• A custom TYPEFACE inspired by local fabrics and textures: Petticoat Sans
• A bold TAGLINE embracing the market’s authenticity: “Your proper East End Market”
• LOGO FLEXIBILITY: Inclusion of “Since 1650” as a nod to its heritage, plus, introduction of a palette inspired by market fabrics
• A COLOURFUL BRAND LANGUAGE: A vibrant tone of voice and personality – encouraging visitors to ‘take a walk down the Lane’ and step into the ‘blooming gorgeous’ feast of colours

In this way, we’ve given the local authorities and business improvement team (Aldgate Connect BID) the brand tools needed to start raising the market’s profile, and to reenergise the community.

Keen to see and learn more? Take a trip to this unique East End proper gem. We guarantee its sights, sounds and tastes will NOT disappoint you!