becca chen

       1.        Of the Essence : Time as Material
      2.       Grand Central Market
      3.       Look Please Touch
      4.       Qi Chocolate
      5.       Close to Home (家)


















    




                   Playground              Film Photo Diary
  






Grand Central Market


2025
Brand Strategy, Visual Identity

Grand Central Market is an open air marketplace and food hall deeply woven into the heart of Downtown Los Angeles. Its long-standing presence has allowed it to evolve alongside LA’s changing demographics, reflecting the city’s diversity through its vendors and communities. The market demonstrates a spirit of resilience, shared by the very people who sustain it. This rebrand contextualizes Grand Central Market as a historical landmark and celebrates the diverse patchwork of cultures that shape it.





The logotype utilizes a hand-drawn typeface to reflect a handmade, human approach. Stacked type indicates a sense of motion and energy.  

The logomark offers multiple reads, designed to convey quilting, a market floorplan, gathered tables, and a sense of community.







©2026