A real family business, selling real food, in the realest city around. The Iovine Brothers and their vibrant stall in the back corner of the Reading Terminal Market are a staple of Philadelphia life. The city’s rapidly growing population of new produce-hungry folks needed to know the best place to get their goods. Inspired by the neon lights of the market, a refreshed brand was developed starting with a new logo, then expanding to an icon system, photography library, digital toolkit, and comprehensive style guide.

Building on the foundation established with the new branding, several launch items were produced, including the ubiquitous Iovine Brothers orange bag, and a more sustainable alternative with the organic cotton reusable tote. Other key items included a new website introducing the family and consistent packaging/labeling for their products.