mERCANTILE 37
When creating a brand for a new business, it provides a different set of challenges than a rebrand. The main one being discovering what the mission and vision of the company is. Mercantile 37 presented the opportunity to create a brand that focuses on how they bring others together, not what they sell.
the client
Mercantile 37 is a showroom that features a mix of quality, vintage, and handmade home décor made from local artisans and makers around central Indiana. Located on State Road 37, the store takes pride in its workers, placing an emphasis on who is selling pieces, as opposed to what is being sold. Founders Nick and JR Roudenbush created this storefront after running a successful Etsy store. They understood the opportunity that Mercantile 37 has to bring artists and furniture makers together.
Embracing the old
The vibe that Mercantile 37 gave off was that of an old general store. A place where local makers and distributors come together to sell their items. To help us envision what the brand could look like, we referenced old cash registers and how general stores presented themselves in the past. With this inspiration, we decided on colors, shapes, and type treatment that would represent Mercantile 37.
results
The mark
The 37 mark is inspired by old cash register buttons, and made so it could hold its ground if left alone. The slab serif captured the old general store aesthetic, appealing to millennials who are fans of DIY and local artists. The colors chosen were inspired by a rural scene, matching the general feel of the products that Mercantile 37 offers.
