The markets branding began as a spontaneous idea during an afternoon in the studio. I had been asked to design pull-up banners using unappealing close-up photography of fish and food, which prompted me to rethink how the markets could be represented visually.

I considered what I personally associate with markets and was drawn to a familiar, recognisable detail — the handwritten price pin used to label produce. While researching food imagery, I came across an image of a crab and imagined it holding the pin itself. The shape of the crab formed a heart, which led to the idea of loving food — food represented as a heart, marked with a pin.

This idea evolved through sketches and concept development into a full brand and promotional campaign. The work was rolled out across the city and market locations, and I produced all point-of-sale materials for the BBC Good Food Show at the Birmingham National Exhibition Centre (now bp pulse LIVE).