Workroom Giving Brands Purpose
10 January 2025
A huge thank you to Design Week and Rob Alderson for writing about Petticoat Lane Market’s first-ever brand creation, led by our team.
From its heyday as a hub for fashion-conscious Londoners in the Swinging Sixties, to its struggles in the 1990s with dwindling visitors and empty pitches, the market faced a crossroads. In 2018, City of London Corporation and London Borough of Tower Hamlets entrusted us to help rejuvenate this East End landmark, as part of wider regeneration efforts.
The article deftly captures how the market’s community shaped the direction of our work. Their clear message to us? Preserve the market’s authenticity, and don’t let it become a gentrified version of itself.
This direction inspired the new brand positioning: “Your proper East End market.”
As our founder and Managing Director, Brigid McMullen, explains, “We wanted to give the market a vision for the future, while investing in the story from the past.” The result is a visual identity that celebrates Petticoat Lane Market’s rich heritage whilst also looking ahead. At its heart is ‘Petticoat Sans’ – a custom typeface crafted from patterns and textures that reflect the area’s vibrant textile history, plus, the logo which proudly bears “Est 1650” to honour its extraordinary 375-year legacy.
Many thanks again to Design Week – this recognition has made for a lovely start of our year!
Click here to view the Design Week article.
Workroom Giving Brands Purpose