Local markets have always been more than mere trading posts in the heart of our towns and neighbourhoods. They serve as bustling centres of community vitality and cultural interplay, breathing life into our streets and creating a vivid mosaic of diverse cultures, age-old traditions, and contemporary trends, all converging in a whirlwind of colour, aromas, and conversations. Within this dynamic tapestry, Rede Regional de Mercados Locais (Regional Network of Local Markets) emerges as a beacon of transformation fuelled by a profound vision: to breathe new life into local markets, showcase the region’s unparalleled products and foster community-centric commerce.
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Rede Regional de Mercados Locais (RRML) is a bold initiative aiming to unite 18 municipal markets across the region, from Sagres to Olhão. This network of local markets brings together, in a registered partnership, the municipalities, holders of the Municipal Markets and the Parish Councils, whose management of the markets is registered with the respective Municipal Council, and Associação Vicentina, as the entity coordinating the partnership. This forms the link between all partners, within the scope of the Regional Network of Local Markets. As KOBU Agency, we are proud to have played a pivotal role in developing the brand strategy for this groundbreaking project, marking a significant milestone in local market revitalization.
The Launch Event of Rede Regional de Mercados Locais
The Silves Municipal Market provided a picturesque backdrop for the official launch of RRML on November 12th 2023. This event was a formal introduction to the project and a celebration of local heritage, bringing together markets from Sagres to Olhão. Each market, with its unique offerings, symbolizes the rich tapestry of the Algarve’s local commerce. The initiative’s primary goal is straightforward yet impactful – to boost local economies by emphasizing the value of local markets and promoting quality products and indigenous trade.
The public was treated to various activities, from enlightening discussions to an exposition of the region’s culinary delights. The air was filled with the melodic blend of saxophone and accordion, courtesy of Project Rouge, with Mário Marques on saxophone and Gonçalo Pescada on accordion, enhancing the event’s ambiance.
Keynote Speakers and Discussions
Prominent figures like José Apolinário, Pedro Valadas Monteiro, and Márcio Viegas shared their insights, underscoring the importance of sustainable local economic development. Their speeches echoed the collective aspiration of revitalizing local markets as engines of regional growth. Francisco Sarmento held a talk on the importance of the Territorial Food Systems and Local Markets. Finally, Aura Fraga from Vicentina and Nuno Tenazinha, CEO of KOBU Agency, presented the project, discussing the preliminary results of its implementation and briefly explaining the concept and brand strategy for the RRML identity.
Brand strategy by KOBU Agency
At KOBU Agency, we approached the RRML project with a nuanced understanding of its cultural and societal context. As Nuno Tenazinha elaborated during the event: “The brand strategy for Rede Regional de Mercados Locais had one key directive: to appeal to younger audiences while honouring the traditional origins of the local markets and the region’s cultural and societal context. Our Core Creative Concept, ‘M things that bind us,’ symbolizes the interconnected structure of local markets, uplifting local producers, vendors, and consumers. The brand incorporates:
- An ‘M’ symbol derived from geometric shapes in local market architecture.
- A tone of voice echoing regional dialects to strengthen the region’s identity.
- Patterned stamps in the visual universe, created from local products.
- The inclusion of real local producers in the brand’s imagery.
- A music style and jingle inspired by traditional regional folklore, with a modern pop twist.
This comprehensive approach underlines our commitment to creating a brand that resonates with both tradition and contemporary appeal.”
Creative insights, brand identity and design
“Working on this local project, so vital for showcasing the best of the Algarve while reinforcing the role of local markets as community hubs, was immensely enriching. Creatively, it was a rewarding journey from concept creation to employing experimental methodology, leading to the final result of the brand’s visual universe.” added Marta Gouveia, creative director of this project.
Brígida Guerreiro, the senior brand designer working on the visual rationale for RRML, also shared some insights: “The RRML brand identity combines elements that represent the unity of different markets, giving it a contemporary and distinctive personality. Algarve traditions are integral to our communication strategy, mirroring the manual craftsmanship of local producers. This is reflected in the use of stamps representing their products. The chromatic palette symbolizes diversity, as does the ‘M’, the main symbol of this network. Developing an identity that encapsulates the diversity of people, spaces, services, and products was challenging but defining, creating a strong identity while mirroring the Algarve’s unique characteristics.“
Rede Regional de Mercados Locais: a hub for the future
The launch of RRML marks a new chapter in the Algarve’s economic and cultural narrative. It’s a step towards redefining the role of local markets in modern economies, transforming them into lively centers of commerce and community engagement. This initiative promises not only economic benefits but also a reinvigoration of local traditions and a strengthening of community bonds.
We invite you to engage with and support RRML. Your participation is crucial in shaping the future of local markets and, by extension, the vibrant communities they serve.
Learn more about the project at mercadosdoalgarve.pt
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