The brand identity for Hyatt Regency Chicago’s Grab & Go "Market", fuses local themes with Hyatt’s reputation for quality and freshness.
As part of our continued design partnership with Hyatt, Ideation Studio was asked to provide a new brand identity for The Market, a “grab and go” food station in the Hyatt Regency Chicago lobby.
Ideation sought inspiration from its urban location to present a brand identity that involved creating a new logotype, menus that changed with the seasons, packaging and brand posters to announce its’ offerings to guests and visitors. The application of eclectic typography set the tone for the logotype whose theme carried through to packaging, menu design and posters. The menu’s visual theme changes character with the color changes of the seasons. The packaging project included a number of wraps, stickers and bags to create a singular personality for the food stop.