The Market at Tiger Fuel
In 1991, Tiger Fuel Company purchased a Gulf Service station in Charlottesville, and converted its existing convenience store into Tiger Fuel’s first “Market,” a gourmet sandwich shop dedicated to serving homemade southern-style cuisine, fresh coffee, and cold drinks. The Market has now expanded to almost a dozen locations throughout Central Virginia.
Client
Tiger Fuel
Location
Charlottesville, VA
Scope
Brand Identity, Environmental Graphics
Brands Reimagined
As more locations opened, the branding of The Market became inconsistent and confusing. The look and feel of Tiger Fuel, the on-site car washes, and the stores all had to be brought into alignment. Iconograph was contracted to rebrand The Market and perform a signage overhaul to strengthen brand awareness and establish consistency across all locations.
We created a clean wordmark for The Market, suggested renaming the car wash to TigerWash, and retired the tiger illustration from the Tiger Fuel identity.
Type & Color
The Market’s new typography is both vintage and modern, connecting it to its history while giving it clean lines and strong legibility. The simple red and black color scheme offers high visibility and complements Tiger Fuel’s overall branding.
“The Market is all about quality food and serving customers. It is important that the employees feel proud to put on the uniform and serve their community.”
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