Turnips Borough Market

In 2019, Turnips at Borough Market invited us to evolve their brand identity in collaboration with food strategist Polly Robinson. Our goal was to sharpen their positioning as a champion of flavour-first produce, with a new identity that reflected their commitment to quality, sustainability and culinary excellence.

We introduced the tagline “Taste is everything” and the supporting line “All taste. No waste,” reinforcing Turnips’ focus on taste, seasonality and food waste reduction. To ensure clarity across various operations, we also developed a flexible identity system incorporating location-based branding.

The project faced challenges, notably the impact of COVID-19 and a change in ownership during development. While the new visual identity was not rolled out, the verbal identity and photography were embraced by the next generation, ensuring continuity with Turnips’ core values.

Our photography showcased produce as ingredients, not just display items. Through bold, backlit imagery and a seasonal approach, we highlighted what matters most: flavour. These visuals now shape Turnips’ communications, from website to marketing materials.

Despite a turbulent period, Turnips’ evolved identity has strengthened their message: they are purveyors of the world’s best-tasting produce, committed to sustainability and celebrating food in its freshest form.