Turnips Borough Market

In 2019, Turnips, Borough Market, asked for our assistance to evolve its brand identity. Working alongside food strategist Polly Robinson, we created a new brand identity, guidelines, photography, and brand assets to reflect Turnips’ commitment to quality, freshness and flavour. The incorporation of fresh food photography and a focus on flavour-centric messaging enhanced Turnips’ identity, reinforcing its position as a leading provider of fresh produce in London.

Brand Identity Evolution:

The primary objective of the brand identity evolution was to emphasise Turnips’ dedication to taste excellence. Introducing the new tagline, “Taste is everything,” alongside secondary messaging, “All taste. No waste,” Turnips reaffirmed its commitment to passion, quality, and taste, with an additional focus on reducing food waste and recycling. To streamline communication and avoid confusion across multiple locations, the concept of “location” was integrated into the overall identity.

Challenges and Adaptation:

The timing of the project posed challenges, as the refinement of the verbal and visual brand identity coincided with the outbreak of COVID-19 and a change in ownership. Despite these obstacles, Turnips persevered, and while the visual identity was not released, the verbal identity and photography were embraced by the new generation of owners. This ensured continuity and alignment with Turnips’ core values, even amidst a period of transition.

Impact and Continuity:

Despite the unforeseen challenges, Turnips’ commitment to taste excellence remained unwavering. The adoption of the new verbal identity and photography by the new ownership demonstrated a seamless transition and a dedication to upholding Turnips’ brand ethos. By prioritising taste and quality, Turnips continues to distinguish itself as a purveyor of the world’s best-tasting produce, ensuring continuity and relevance in a dynamic marketplace.

Photography:

We crafted cut-through, backlit images that provided an in-depth look at the fresh produce, emphasising Turnips’ dedication to quality ingredients and the culinary experience.  Seasonal photography became a cornerstone of Turnips’ brand identity across their websites and marketing materials. These images highlighted the essence of what’s inside the produce, emphasising flavour over appearance. We wanted to showcase produce as ingredients rather than mere displays, the new identity underscored the philosophy that “Taste is everything.”