Seven Dials Market

  • The iTitans
  • Vladimir Shkandin
  • matthew utber

As a former storage space for bananas, it's easy to understand why we used an iconic banana as the feature of the Seven Dials Market brand and identity design. An iconic building, in an iconic location, deserves an iconic identity. Inhabiting an enormous space just off Seven Dials in Covent Garden, Seven Dials Market is London's most exciting food development in some time. Developed by street food veterans, KERB, the market holds over 20 food vendors, offering delicious food from donuts, to Ramen, Bao buns and the world's first revolving cheese restaurant. The simple, colourful identity for Seven Dials Market uses a series hand-drawn illustrations of bananas. The banana is then used in signage, online and most strikingly as a huge sculptural piece we designed to be sat on, touched and Instagrammed. As a new, fresh, innovative approach to the food culture of London, Seven Dials Market needed a number of simple, effective expressions to carry its message. 'Tastes like London' became its unofficial strapline, not only to generate some curiosity before the launch, but also to be used within the space. The identity design is a simple combination of warm colours, strong typography and banana illustrations. The hand-drawn bananas work in a series, with variation in both colours and style. The identity was applied extensively across the building, marketing and online. The Seven Dials Market website can be found in all its glory here: