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Chefs Michael Mina and Don Pintabona sought to create an artisan market with various hawkers stations and an anchor restaurant. UNIT was engaged to define a brand strategy and execution that unified the multidimensional offerings under one roof.
UNIT built a narrative around the chefs' lifelong friendship and drive to gather loved ones around the dinner table. The logo's fish and weathervane signal a rich confluence of influences and created a platform to merge Michael's West Coast rustic influence with Don's New York Italian roots. The story of food and friendship paired with artisan details and a curated aesthetic reflect their collected experiences.
Locale Market opened to rave reviews. In just a few short months, it became the market of choice for discerning locals. The project's success has generated interest in bringing the Locale Market experience to other areas.