Brook Mill Market
Brand Idea for 'The Greater Good' Brief
led by Specialist Brand Consultancy 'Good' based in Glasgow
A Brand for The Greater Good
In response to a brief which required a brand that works for the ‘Greater Good’, I proposed a hypothetical food market in a derelict jute mill in Dundee. This is a market based on a food system which is inspired by war time attitudes to food. Sourcing locally from Dundee farms, on-site food growing workshops, community meals and a social market atmosphere is a customised food system which works for the local people of Dundee.
The result of this idea was a brand which is as relevant to today’s Instagram
generation as it is to its war time inspired history.
Growing New Attitudes to Food
with Seeds From the Past
A rise in food waste and a global climate catastrophe looming has seen contemporary society to find fault in our current food system. In order to move forward in our attitudes to food, we must look to the past.
The public’s attitude to food has changed. War time 1940's Britain induced rationing and food shortages which saw the public to grow their own food and to source from local farms. Small stores were popular, and the booming call of the supermarket was unheard. Plastic packaging was not common. Food, flowers and groceries would be wrapped in paper and string.
The homogenisation of supermarkets has seen a detach between the everyday visitor and the hands that gathered the food they eat. Plastic packaging and perfection are prioritised.
