MJP Market
BA THESIS PROJECT Project Year 2016
BRAND IDENTITY DESIGN / RESEARCH & ANALYSIS / COMMUNICATION STRATEGY
Mahatma Jyotiba Phule Mandai, historically known as Crawford Market; is the pulsing heart of Mumbai’s commerce. Renowned for its Gothic architectural splendor and the absurdity of its chaotic variety, the market is a study in beautiful mismatches. However, this same unconstrained energy often leads to navigational and systemic friction.
Through rigorous research and analysis, the identity leverages the market’s eclectic nature to create a distinct visual language and seeks to harmonize that friction. The design integrates the market’s inherent chaos without sanitizing its character, introducing new touch points that turn a frantic shopping experience into a curated journey.
RESEARCH & ANALYSIS
To build a design system that honors its complexity, I followed a two-tiered research phase. I began with Secondary Research, analyzing historical archives and global case studies of heritage markets to establish a theoretical framework. This evolved into Primary Field Research, where I utilized a mixed-methods approach: quantitative data via online surveys and qualitative insights through on-site interviews. By synthesizing these diverse data points, I was able to map the market’s friction points and define a clear path toward a visual and navigational resolution.
TARGET AUDIENCE : THE ADVENTUROUS PRAGMATIST
My research identified three primary segments: High-Intent Shoppers (efficiency-driven), Casual Browsers (experience-driven), and Tourists (heritage-driven). At the center of these groups is the Common Man, a persona characterized by:
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Value-Driven Logic: He negotiates for the best deal and views the market as the bridge between necessity and luxury.
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Analytical Exploration: He is likely to visit multiple stalls, valuing a high volume of options over brand loyalty.
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Curious Mindset: While logical, he is adventurous and enjoys the thrill of the hunt that the market’s chaos provides.
BRAND DEVELOPMENT
Business Idea : A unified ecosystem of diverse vendors and services operating under a single, trusted brand identity. We offer a curated mix of authentic Indian heritage and global imports, ensuring premium accessibility for every budget.
Brand Idea : Instead of fighting the "overwhelming" nature of a bustling market, we embrace it. The brand tells a story where the vibrancy of chaos meets the ease of curation, turning a frantic shopping trip into an adventurous narrative.
Design Idea : To engineer a visual hierarchy that brings legibility to complexity. Through a robust design system, we will categorize the market’s diverse offerings under a single, unified aesthetic. Strategic "Value Hubs" will be integrated into the physical layout, serving as both entertainment zones and visual landmarks that embody the brand’s commitment to a pleasurable, organized experience.
Describe your image
Describe your image
BRAND INSIGHT
The soul of MJP Market lies in its mixture of mismatches. While the chaos is a primary pain point for navigation, it is also the market’s greatest cultural asset. The design challenge was not to sanitize this environment, but to create a visual anchor, a system that provides legibility without stripping away the market’s authentic, high-energy absurdity.
BRAND CONCEPT
The visual identity is built on the principle of Embracing Absurdity.
Typography & Symbol: The logo reflects this sense of improperness through a dynamic typographic treatment, while the brand symbol captures the feeling of confined energy, mimicking the excitement of a packed marketplace.
Visual Language: By utilizing a bold, vibrant color palette, the system mirrors the market's life and vibrancy. It creates a playful structure that guides the user through the experience while celebrating the beautiful disorder of the space.
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SIGNAGE & WAY FINDING
The primary challenge of MJP Market is its high-density, mismatched layout. Historically, distinct sectors like the meat, pet, and vegetable markets were placed in jarring proximity, creating sensory and cultural friction, particularly for vegetarian shoppers.
My approach to way finding was to move beyond mere labels and toward strategic zoning. By introducing clear, color-coded signage that aligns with the new visual identity, I created a buffer between sensitive zones. This system provides much-needed legibility for both high-intent locals and curious tourists, allowing them to navigate the density with confidence without stripping the market of its vibrant, organic character.
THE REIMAGINED MAP : A TOOL FOR DISCOVERY
The map serves as the centerpiece of the market’s new communication strategy. Rather than a sterile, technical diagram, this illustration embraces the brand’s core concept: Organized Absurdity. It integrates the market’s mismatches into a playful, engaging visual language that rewards exploration.
Interactive Checkpoints: Beyond basic navigation, the map acts as a storyteller, highlighting the market’s rich history and promoting local vendors.
The Explorer Archetype: Designed to spark curiosity, the map invites visitors to engage with the space through a series of sensory tours. In partnership with local guides, these journeys are curated by smell, sound, sight, and taste.
Functional Heritage: By blending modern navigation with narrative-driven illustration, the map transforms a chaotic shopping trip into a curated cultural immersion, bridging the gap between historical necessity and modern luxury.
