Location: Lake Grove, Long Island, NY, United States
Completion date: 2014
Artwork budget: $200,000
Duggal Visual Solutions
To produce unique signage for Fairway Market in their mission to rebrand. Fairway has been around for over 80 years and they wanted to tap into that antiquity. It was important this was reflected in the signage.
The top priority was to create signage as close to the design intent as possible. It was important we delivered what the client was expecting since they were in love with this new brand image. To create the antiquity that they wanted we didn't just tap into vintage signage looks but also methodology. Pin mounting letters, vacuum forming letters, using real neon, the layering of letters with different materials, and using authentic materials are just some of the methods used. For example custom formed corrugated metal was made for the butcher area, while the seafood planking was created with reclaimed wood. It was important to carry this concept throughout the design through to the end product.
It was important to keep everyone involved in the project from Fairway, TPG Architecture and Duggal on the same page, so there were never any surprises. As per any design and production job, there are always on the fly decision that can change any aspect at any moment. Constant communication and collaboration was key to creating a successful project.