Market District Pasta

Private Brand: Market District
Retailer: Giant Eagle
Country: United States
Category: G3. Packaged Goods
Agency: Equator Design


Brooke Hodierne – VP, Own Brands, Giant Eagle
Tim Binzer, Designer. Equator Design
Scott Smith, Creative Director, Equator Design
Lydia Maloney, Account Director, Equator Design


Market District – Giant Eagle’s premium brand – is bright, approachable, local, and whimsical. It incorporates only illustration with no photography permitted. Each design should feel handcrafted by an individual artist, communicating attention to detail and a small-store feel.

Flexibility within the architecture extends to illustration styles, background textures, and fonts therefore our original concepts for the bagged products were built on typographic exploration and color for strong shelf presence.

The rich origin story of the handcrafted pasta, which is imported from Italy, became a key feature, while the distinctive cut of the noodle was highlighted as a differentiating factor.

Giant Eagle’s objectives to reinvigorate the MD range while adhering to its brand values were satisfied, as this redesign demonstrated how well-thought-out typography and illustration across multiple categories effectively deliver a sense of freshness and a premium feel. Well received by the client, the program has been a huge success amongst consumers.

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