Rose Bowl Flea Market brand identity

Rose Bowl Flea Market, located in Pasadena, CA, is one of the largest in the world currently doesn’t have a brand identity. The idea of this project is to create a brand that will reflect an endless variety of treasures that can be found during every visit, that is unpredictable, random, and different every time.

Website mock-up, the idea of puzzle texture as a part of the brand identity.

The flea market works every second Sunday of every month, vintage treasure hunters and bargain seekers flock to the legendary venue, that has over 45 years of continued success experience with over 2,500 vendors full of antiques, vintage clothing, local art, and specialty products.

The huge market needs an excellent navigation system. Although it has free maps for every visitor, to find a particular vendor with desired types of goods might be challenging. A contemporary way to solve this problem is to make an interactive map in the app, that will allow finding the way by searching through boosts numbers. Buying tickets are also easy to do in the app.

Process

Brand Research

Vintage treasure hunters and bargain seekers flock to the legendary Rose Bowl Flea Market. The second Sunday of every month, experience over 2,500 vendors full of antiques, vintage clothing, local art, and specialty products. The legendary Rose Bowl Flea Market is celebrating over 45 years of continued success. The flea market attracts 20,000 buyers, including celebrities and interior designers. Concession stands are sprinkled throughout the market, offering food and drinks.

The owner of the market is R.G.Canning, a leading show producing company since 1957, that produces Concerts, Auto Shows, Trade Shows and specialize in Event Services, including Fair and Event Management and Food and Beverage Management. The events and services include Movie and Television location rentals, Flea Markets and Outdoor Markets. Subsidiary Companies are R.G. Canning Ent. Inc., No Biz Like Show Biz Inc. and Shoreline Shows.

Rose Bowl flea market attracts 20,000 buyers every month, including celebrities and interior designers.

The imagery that was used for advertising and signage is inconsistent through decades of the history of the flea market.

Who do I want to attract with this new branding?

Millennial vintage treasure hunters men and women 24-36 years old.

Why? I intended to create the image of the trendy place to shop with the local history's flavor, which is a unique way to experience vintage treasure hunting.

Brand Attributes

Values: randomness, unique souvenirs, contacts with locals
Personality: traveler, adventurer, curious city explorer
Tone: multicolor, lucky, storytelling
Visual: kaleidoscopic, intriguing, eclectic, diverse

Mood board