A Foodie's Field Guide to The Reading Terminal

Branding & Identity, Typography, Web Design

Winter 2020

The Reading Terminal is one of Philadelphia's most iconic and oldest markets around. It is home to over 80 vendors- ranging from Amish food to sandwich restaurants to grocery stores. This brochure directs users to vendors by the hour- spotlighting them for their unique offerings that are best enjoyed at a certain time. To dial back to the Terminal's origins, hand done typography/imagery was incorporated into a soft rebrand.


Typography and layout were inspired by old Victorian theater posterss. These are initial drafts of what the brochure could look like.


Hand done typography and imagery are laced within the brochure. The brochure also engages the audience with fun tongue in cheek language.

Web Format: To take this project one step further, a website was created to explore what the Reading Terminal could look like if it rebranded itself based off of the brochure. Check out the video for the demo below!