The S&W Market
BRANDING, SIGNAGE + WEB DESIGN
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.
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 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 Eater.com.