Over the last year, we have been busy behind the scenes talking to the people of Caerphilly and spending time in the town as part of our work on the Caerphilly Town 2035 Placemaking Plan.
Ffos Caerffili – a new shipping container-style market overlooking the castle – is the first step in the delivery of the plan and Cowshed is behind the brand look and feel.
We also planned the launch, with a weekend full of activity, large crowds and media coverage.
It was an incredibly busy launch day and, as reported on a live segment on the ITV News, the coffee shop even sold out of coffee at one point.
A first of its kind for the Caerphilly community, the market has been built on what was disused shrubland and is now a bright community space, providing trading space for 28 local small businesses and a new go-to destination for the people of the town.
Our designer Maris was key to the unique look and feel of the site’s branding. You might have even spotted her on the telly talking about it.
She said: “It was a great project to have worked on and seeing it all come to life was an absolute joy.”
Discussing the brand identity, she added: “The project involved the naming as well as the visual identity of the brand.
“Ffos translating to ‘moat’ in English pays homage to the castle, an important part of the town and can be seen from the market itself.
“Understanding the importance of the castle, its history and the heritage of the town was essential before delving into any design work.
“The research and conversations undertaken informed the foundation of the identity: ‘Built on history, made by people.’
“The brand is therefore centred around a community approach with the graphic language taking inspiration from the heraldic marks found in and around the castle.
“A vibrant colour palette paired with a modern typeface that is full of heritage, create a human feel to a container-style market.
“It is hoped that this brand celebrates all that Caerphilly has to offer and attract people – both local and beyond – to enjoy all that the market has to offer.”
Junior campaign manager, Elle, who’s overseen Cowshed’s involvement in the project, made sure the launch day ran as smoothly as it did.
Elle said: “Working on Ffos Caerffili has been a great experience for our whole team.
“From launching the social media channels, to programming a weekend-long launch event, to handling responsive comms, to setting up and managing press and media opportunities, it’s been a fully rounded project with lots of opportunity to learn and grow as PR professionals.
“We’ve learned to roll with the punches, to plan as much as you can but to be flexible when plans change, and to deal with all kinds of different people. We’ve had to use our initiative and think on our feet, and learned to apply creative thinking with and without restriction.”
Elle added: “Ffos felt like a special project to work on because it’s not just planning exciting activations or managing social media accounts, it’s marking a new era for Caerphilly as the first phase of the Caerphilly Town 2035 Regeneration Plan.
“Our community engagement work over the last 18 months has told us that locals have been waiting to see some investment of both money and love into their town – with Ffos as the first tangible change to their town landscape.
“From day one, it was important to monitor and respond to local opinion throughout the project and continually play it back to them.
“It’s been so exciting watching this project go from concept, to building site, to real-life market – and we can’t wait to be a part of the Caerphilly journey over the coming years.”
Ffos Caerffili, which opened on Friday, April 5, is already proving to be a welcome, modern addition to the town; with shops, food and drink, and entertainment, all nestled on the riverside with wonderful views over to the castle.
Visit Ffos Caerffili’s website for more information on the new site.
