Brief from Gureztatu, partnership for rethinking Mondragon's municipal market:
The revitalization process seeks to add innovative uses to the existing food market, seeking multifunctionality and turning the venue into a natural and referential space for different groups and collectives.
Our working groups have identified the need of an own mark for the market. This mark should contain the name "Azoka Plaza" (marketplace in Basque) and be easily identifiable, versatile, functional, distinctive and adaptable.
In contrast to sophisticated brands, the proposed mark has its roots in popular culture. It proudly belongs to the world of craft, stamping, stencils and do-it-yourself.
This proposal aims to bring the people and collectives of the market into a direct relationship with the mark. Everyone is allowed to play with it with no limits or rules for its applications: the users of the market will therefore develop the visual identity of the brand. The elements that ensure consistency are the name AZOKA PLAZA and its typography.
A new signage element is proposed for increasing the visibility of the market above street level.
Farmers and sellers can stick or stamp the mark over their own products. This makes it easy to 'customise' existing labels, greatly helping the visibility and awareness of the brand.
As the mark is designed as a stencil, it can be easily printed over clothes. The proposal encourages the philosophy of 'do it yourself' over the concept of 'merchandising'. Following this idea, recycled and reusable bags would also be stamped at the market workshops, inviting locals to engage and play with the mark.
