Carrot Market, a used goods trading service, has been rebranded as Carrot. The plan is to complete the hyperlocal business roadmap while transforming into a local living community. Carrot Market, which discovered close neighbors and felt the joy of sharing, announced that it is starting a journey to break away from 'market' and move to 'near you'.
It was one of the candidates when the service was first created 8 years ago, but it was difficult for a starting company to use a common noun, so they added 'market'. It is said that from the beginning, they considered the area near you more important than the market, and now they can use 'near you'.
The new carrot-shaped symbol contains three values: Local, Connect, and Life. The green leaves on the orange 'pin' that represents the region are 'carrot hearts' that express the emotions of the moment of connection with neighbors. It symbolizes ‘a life that is beneficial when we live together.’ The palette for expressing various emotions has also become more diverse.
A new font, Carrot Sans, was also unveiled. Although no details were shared, the font was used for the wordmark and brand introduction. The overall font has changed from a font with a round impression to a font with an angular impression. It stretches out thickly and powerfully, as if it had been pressed heavily. The size of consonants is flatter horizontally and vertically than vowels.
There are also differences in the details of the font used in the word mark and display. The word mark has a raised-shoulder feel, and the space inside 'Dang' feels somewhat tense. In the sentences written on the display, the width and curve of ‘ㅅ’ stand out. The consonants are relatively flat. When used as a base like 'ket', it feels like it's pouring slightly.
We also released a brand introduction video titled ‘How to Live Together, Carrots’. An Animal Crossing-like animation depicts neighborhood life with neighbors. It depicts various moments that the character 'Carrot', which represents carrots, encounters as he walks around the neighborhood. It naturally depicts carrot hearts blooming on the heads of neighbors who met through carrots. Orange sunlight, the color of carrots, shines down on the entire neighborhood.
It is a wonderful rebranding that inherits the spirit and expression of Carrot Market and contains even greater ambitions. When it comes to rebranding, it's easy to be tempted to deny everything, but I think we've struck a good balance. This design clearly shows how the service is remembered by customers and how the company hopes to be remembered in the future. Following Naver, we hope to connect people in a new era!
