The Brooklyn-as-a-brand ship has long sailed, but we’ve lately seen other boroughs (take for example this Bronx Hot Sauce) and neighborhoods (see this candle that promises to make your home smell like Bushwick) trying to cash in on the action. Unsurprisingly, the increasingly trendy Meatpacking District is the latest locale to jump on the bandwagon. Fast Co. Design has a first look at the new visual identity of the neighborhood, commissioned by the Meatpacking Business Improvement District and created by Base Design. “Anchored by a wordmark that divides “Meatpacking District” into two different typefaces, it suggests a neighborhood with multiple personalities: equal parts ritzy and wild,” explains Fast Co. But the real reason behind the branding campaign may surprise you.