The S&W Market


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 + Merch
Booth Retail Interior Design
Full Signage Design Plan
WordPress Web Design + SEO

The Details

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.

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."