MOCAI MARKET
摩菜菜市场
Mocai Market is located in Beijing and is renovated in a three-story traditional red brick building. The client wanted to create a space different from the traditional marketplace, hoping to meet the daily needs of all ages residents within 5 kilometers nearby, and at the same time attract young people to visit. This is essentially an attempt to upgrade the traditional marketplace.
Our visual strategy was to emphasize a kind of "unfamiliar familiarity." The upgrade of the market can easily erase the sense of chaos and the market, and become more modern and advanced. But we always feel that the folk feeling and a little chaos are the souls of the marketplace. Mocai Market is a place rooted in life itself. It is a place where residents visit every day. We need to carefully maintain a sense of security and familiarity when we are trying to upgrade. Allow them to purchase groceries comfortably, and easily.
Therefore, we extracted lines and lattice patterns from plastic baskets, bamboo baskets, and woven bags that were common in the marketplace as basic elements, and use the expressions of traditional posters, and closer to modern aesthetic preferences with some familiarity. The originality of the logo comes from the fair scale that every market has and is based on the abstract dining table. Because "fresh groceries entered thousands of households from the Mocai Market, and finally gathered on our table."
摩菜菜市场坐落北京，改造于一座三层高的传统红砖建筑。委托人想打造一个不同于传统菜市场的第三空间，期望能满足附近5公里内全年龄段居民的生活配套服务需求，同时能吸引更多年轻人前去打卡。这实质上是对传统菜市场的一次升级尝试。
我们和委托人达成的一个视觉策略是强调一种「陌生的熟悉感」。菜市场改造很容易把市井和混乱感觉抹掉，变得更现代和更先进。我们始终觉得市井和一点点混乱才是菜市场的灵魂。菜市场是一个扎根于生活本身之中的场域，是居民每天都会去的地方，我们需要在做升级尝试的时候，小心地去维护熟悉感给他们的安全感，让他们可以舒服，自在，轻松的为整个家庭选购食材。
因此我们从以往菜市场很常见的塑料筐，竹篮，编织袋上提取线条和格子纹路作为基础元素，并借用了市井氛围浓厚的传统招贴广告的表达方式，虽然做了一些更接近现代审美偏好的处理，但还是希望能让大家在里面看到一些过往熟悉的影子。logo创意则来源于每一个市场都会有的公平秤，并取形于抽象化的餐桌。因为“新鲜食材从菜市场走进千家万户，最后汇聚在我们的餐桌之上”。
Client: Mocai Market
Creative Direction: 3% Design Studio
Designer: MadameR, Mr.3%, Yaxu Han
Creative Direction: 3% Design Studio
Designer: MadameR, Mr.3%, Yaxu Han