The S&W Market


The S&W Market is Asheville’s premier food hall located in the iconic S&W Cafeteria building in downtown Asheville. Designed by Douglas Ellington and built in 1929, this beautiful Art Deco building is a gem in the landscape of Asheville. We were honored to partner with Ellington Realty Group to concept a brand that brought the original vision back to life–a beautiful cafeteria that services locally-sourced food quickly, for a fair price, in a glamorous space.

The Solution


We worked to combine the glitz and glam of the 1920s, with a classic, old Hollywood aesthetic. We wanted the brand to feel vintage, but cinematic and reflect a time when the people, culture, art and food were all deliciously radiant. The colors were sourced from the Art Deco tiles that line the front entrance way of the building, and contrast with all the gold, beige, green and pink in the interiors. The iconography set was designed to share the history while also being used for merchandise and web design elements.

The brand serves as a gilded foundation for all of the locally-owned vendors working to revitalize the space. In addition to the brand, we also were beyond thrilled to be a creative partner to Highland Brewing Co., Bun Intended and Peace Love Tacos on their brands, retail booth designs, and signage for their individual spaces.

The S&W was voted by Fodor’s Travel as one of The 10 Best New Food Halls Across the U.S. within its first year of opening and has been featured in Southern Living and

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."