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Mother Road Market

Mother Road Market tacos

The Challenge

The Lobeck Taylor Family Foundation approached us with a request: develop a concept for a food hall that would be a business incubator and community hub that celebrates Tulsa’s historic connection to Route 66.

The Goal

Create a memorable and timeless vernacular that could easily expand throughout all aspects of Mother Road Market’s operations, from placemaking to branded collateral to merchandise.

The Solution

We developed a narrative and overall visual language that’s not only flexible and expansive, but also creates space for the market’s tenants to showcase their own food offerings. Our creative work reflects the industrial nature of the historic 1939 Scrivner-Stevens Co. Grocery building located just off historic Route 66, while also modernizing the look and feel of this “mother” road on its way to rapid revitalization. The minimalist feel allows the eclectic range of retailers, chefs, manufacturers, craftsmen, and patrons to further define its personality into the future as it becomes a thriving community cornerstone.

In the Client’s Words

“When Kitchen 66 took off, we started looking for other ways to help food entrepreneurs in the community. Mother Road Market gives food entrepreneurs an affordable place to test out their concepts and see if it’s popular.” — Ashley Van Horne, Lobeck Taylor Family Foundation