Fruit Market
Destination Branding — Campaign Creative
Hull’s Fruit Market had been dormant for nearly a decade — its once-bustling warehouses, steeped in maritime history, stood still. But an £80m regeneration plan was about to rewrite the story. Wykeland Beal’s vision? To create a thriving urban village where people could live, work, and play.
We were brought in to create the brand that would spark it all — something bold, rooted in heritage, and full of life.
Produce of Hull
We didn’t invent the Fruit Market. We unearthed it.
The brand identity draws directly from the past — from crate stamps and shipping labels to the street traders who gave the area its name. At its heart sat a new rallying cry: Produce of Hull. Both a nod to its heritage, and a statement of intent for what’s next.
We crafted a brand that was proud, punchy and undeniably Hull — bright colours, bold type, and an unapologetically local tone of voice. The visuals were designed to energise, not gentrify. A celebration, not a sanitisation.
Making a scene
To bring the vision to life, we launched a multichannel awareness campaign that echoed the area’s creative energy.
A teaser video told the story of the new Fruit Market in film. A microsite provided a home for updates, plans and phase releases. And in a guerrilla-style rollout, we took the brand to the streets — literally. Spray-painted murals and hoardings wrapped the area, acting as open invitations and a declaration: something special is happening here.
It wasn’t just marketing. It was movement-building.
