The S&W Market

Food Hall Branding

The S&W Market and Taproom is Asheville’s original food hall, set in downtown Asheville’s iconic 1929 S&W Cafeteria. Designed by Douglas Ellington, this beautiful Art Deco building is a gem in the National Preservation Society directory.

We were honored to partner with Ellington Realty Group, Highland Brewing Co., and Meherwan Irani of Chai Pani Group to re-imagine this historical brand and bring it to life—a beautiful cafeteria conveniently serving locally-sourced food, at fair market prices, in a glamorous space.

NAME CONSULTING
FOOD HALL BRANDING
CUSTOM ILLUSTRATION
SALES COLLATERAL
MERCHANDISE
BOOTH RETAIL INTERIOR DESIGN
FULL SIGNAGE DESIGN PLAN
WORDPRESS WEB DESIGN + SEO
An overhead view showcases Food Hall Branding with a vibrant taco salad, two tacos topped with avocado and salsa, a tray of salad featuring beans and cheese, and a bottle of Jarritos soda on a dark surface. By Atlas Branding.
Sign for The S&W Market featuring Food Hall Branding in blue and white lettering on a tan building exterior, with part of another Highland sign visible in the background. By Atlas Branding.
Red wall with gold letters reads Bun Intended above a counter, showcasing strong Food Hall Branding; a menu board lists steamed buns, snacks, and Thai street food bowls. By Atlas Branding.
Spacious indoor food hall with high decorative ceiling, modern lighting, vibrant Food Hall Branding, colorful food counters, booths, and tables thoughtfully arranged for dining. By Atlas Branding.
Four people stand in front of two brightly lit fast food counters in an indoor market, surrounded by vibrant Food Hall Branding as they wait to order food. By Atlas Branding.
A spacious dining area with wooden tables, green booth seating, a decorative gold ceiling, and food vendor counters in the background that showcase vibrant Food Hall Branding. By Atlas Branding.

VIEW WEBSITEVIEW WEBSITE

The S&W Market’s visual identity marries the glitz and glam of the 1920s with an old-Hollywood aesthetic. We wanted the brand to feel cinematic and reflect a time when people, culture, art, and food were all deliciously decadent. The color palette was inspired by the Art Deco tiles that line the building’s facade and contrasts the interior’s gold, green, and pink hues. Custom iconography was designed to highlight the history and transition to sellable merch and web assets.

We were thrilled to be a creative partner to Highland Brewing Co., Bun Intended, and Peace Love Tacos on their restaurant and brewery branding, retail booth designs, and signage plans.

NATIONAL PRESS
Fodor’s Travel
Southern Living
Garden & Gun
Thrillist
Eater
REAL SIMPLE Magazine
Beer Street Journal
TravelMag
asheville branding Woman wearing Flour branding tote bag
Flour
A cooked whole lobster rests on a wooden surface beside a pink seafood and oyster menu, postcard, and green pen, showcasing stylish seafood restaurant branding. By Atlas Branding.
The Lobster Trap
Simple line drawing of a dog with a hamburger balanced on its head, set against a bright yellow background—perfect for an All Day Restaurant vibe. By Atlas Branding.
All Day Darling
Food Photography and Restaurant Branding by Atlas Branding for Huli Sues Asheville NC
Huli Sue's BBQ
Anne Aldridge The S&W Market Director of Operations
The team at Atlas has been exceptional to work with in the branding for The S&W Market. We worked with them for the naming, logo, website and signage development for the Market, and their ideas and execution have been excellent across the board. They have been very professional and we have felt very well taken care of throughout the entire process. We are very thankful for the collaboration and know that their work is a large piece of our overall success.
Anne Aldridge
The S&W Market