Queen Victoria Market given a new look

Melbourne’s iconic Queen Victoria Market has unveiled a new brand identity creating a greater sense of place and contemporary style for the much-celebrated destination.

The new brand, designed by R-Co, is represented by a vibrant palette of colours to symbolise the energy and diverse experiences of Queen Victoria Market; set around a black square that mirrors the Market’s city grid footprint.


The new identity was created from two key ideas – a sense of place and a sense of style, which is at the heart of destination branding.
Rather than reinforce the market’s historic traditions, we chose to present Queen Victoria Market as a vital part of Melbourne’s evolution, able to adapt and be relevant in a competitive environment.

From a branding aspect, the emotional connection with Queen Victoria Market will always be the actual experience of being there and feeling part of life.
Our role was to respond to the need for Queen Victoria Market to be a place of authenticity and significance within the wider community.


The new brand is supported by the campaign line “Your Market. Forever.” – a result of collaborative discussions with traders, stakeholders and Queen Victoria Market management.

Queen Victoria Market chief executive officer Jan Cochrane-Harry said the positioning of the rebrand is built around bringing people together and connecting them with life.

“We sought a new identity that reflects both where our Market is now and where we are heading – a future that’s dynamic, vibrant and full of life, much as it has been since 1878” says Queen Victoria Market CEO, Jan Cochrane Harry.