Identify the different establishments in a way that highlighted both the collective and the individual. The first thing we thought was that the tone had to be friendly and approachable. We decided to use rhymes that featured both the establishment’s name and what it sold. So each shop was identified with its own 4-line ditty that told what its star product is. For the graphic solution, we were assisted by the graphic designer and Edu Alonso, who created an alphabet inspired by the handmade signs of the market stalls. The alphabet is called Peix Fregit (Fried Fish), in tribute to the town’s nickname. The typeface is used both for the market’s signage (a project that is still under development) and in promotional campaigns. Our plan is to put the typeface directly on the signage shortly, with lettering designed by Edu Alonso.