Route

Visual Identity, Editorial

Route is a year-round market hall and food distribution network dedicated to showcasing local farming practices. Rooted in the regional traditions of local farmers, Route’s visual identity draws inspiration from American folk art, particularly the symmetrical and ornate patterns found in Pennsylvania Dutch prints. This approach reflects the deep connection between Route and the agricultural heritage it seeks to preserve.

The color palette embraces warm, inviting, and natural tones that evoke a sense of community, environmental stewardship, and a commitment to sustainable farming practices. By combining these elements, Route’s visual identity honors time-honored farming traditions while promoting sustainable practices for the future.