Mucca recently designed the entire packaging line for Jean-Georges’ Tin Building. The food hall is located at Pier 17 in Manhattan’s Seaport district, and the CPG products are exquisitely packaged. Each asset features sophisticated finishes with striking typefaces and polished color palettes. As a result, the products feel luxurious, beautifully reflective of the Jean-Georges brand.
Mucca is proud to present our branding work for the Tin Building by Jean-Georges, an expansive new food hall, marketplace and epicurean experience at Pier 17 in Manhattan’s Seaport district.
Our comprehensive branding system for this sprawling seaside destination extends to every touchpoint. And it all began with a world-renowned chef with a memory of what the Tin Building used to be, and a vision of what it could become.
The original Tin Building was built in 1907, and it was the center of the famous (and infamous) Fulton Fish Market, a bustling commerical hub full of salty characters, wise guys, and chefs looking for the freshest catch.
The Seaport’s colorful past inspired our brand identity, which blends the gritty, utilitarian spirit of the former fish market with the sophistication of Jean-Georges’ elevated cuisine.
The enormous scope called for an identity system that’s both robust and easily manageable. We developed a set of assets and design guidelines to bring a cohesive feel to the project, while intentionally stretching (and sometimes breaking) those rules to bring a sense of life and energy to the brand.
From high-end chocolates co-produced with Jacques Torres, to everyday sauces and marinades, we tailored our design to fit each product line. Refined finishes and a keen attention to detail reflect the high caliber of Jean-Georges’ collection for the Tin Building.
Mucca is proud to present our branding work for the Tin Building by Jean-Georges, an expansive new food hall, marketplace and epicurean experience at Pier 17 in Manhattan’s Seaport district.
