Where Life Begins
Mercado del Puerto stands as an emblematic 130-year-old building in Las Palmas de Gran Canaria, strategically located in the isthmus of Guanarteme between Las Canteras beach and the port. As the first market in the Canary Islands to blend traditional commerce with gastronomy, it represents a unique convergence of past and present. The market's iron architecture, a testament to modernist design, houses not just vendors and restaurants, but stories, traditions, and daily rituals that have shaped the neighborhood's identity for generations.
Gold Award – Brand Logotype category.
Silver Award – Company & Institution Corporate Identity category.
Canary Islands Design Awards 2023.
CHALLENGE
The market faced a complex identity crisis. While successfully becoming a trendy gastronomic destination, it had inadvertently distanced itself from its core community role. The traditional connection with neighbours
was overshadowed by its reputation as a fashionable spot for leisure and drinks. We needed to:
- Reconnect with younger generations without alienating the existing community.
- Balance the coexistence of both traditional market services and contemporary gastronomy.
- Transform the perception from a commercial space to a vital community hub.
- Maintain the architectural heritage while projecting a modern, dynamic image.
SOLUTION
The approach centered on the concept "Donde empieza la vida" (Where life begins), repositioning the market as the catalyst where city life awakens each day. This strategy worked on multiple levels:
Spatial: Celebrating its unique position between two seas (the port and Las Canteras).
Social: Positioning the market as a meeting point where different generations converge.
Commercial: Balancing traditional market services with contemporary gastronomy.
Cultural: Embedding the market in daily life through activities and experiences.
Community: Reinforcing its role as a neighbourhood cornerstone, where sellers know customers by name.
VISUAL IDENTITY
The visual identity emerges from a deep understanding of the market's architectural and social value. Key elements include:
Architecture Inspiration:
- Symbol derived from the market's iconic iron structure and geometric patterns.
- Visual system that reflects both solidity and openness, mirroring the building's design.
Color Strategy:
- Primary green that connects with freshness while referencing the historical ironwork.
- Complementary palette inspired by market produce and coastal location.
- Versatile color combinations that work across traditional and digital media.
Typography:
- Recoleta Alt: Primary typeface bringing warmth and traditional market character.
- Poppins: Contemporary companion providing clarity and digital functionality.
- Type system designed to work seamlessly across market signage and digital platforms.
Brand Applications:
- Flexible symbol system adapting to different occasions and celebrations.
- Illustrations incorporating market motifs with a contemporary twist.
- Environmental graphics that respect and enhance the historical architecture.
"True markets are built of the daily rituals, shared stories, and human connections that transform a space into a place where life truly begin"
