Mercantile 37
Making a brand for a business that is launching is different than a rebrand,you have to work through the client on what their priorities are and will be. Mercantile 37 provided a unique challenge of combining the retro with the modern.
The Client
Mercantile 37 is a Showroom for of quality vintage and handmade home décor from local artisans. Being located on State Road 37, the shop exemplifies an old timey feel, sort of a general store vibe, where they don’t present their store based on what they are selling, but rather who is selling it. Founders Nick and JR Roudenbush came from having an accomplishing Etsy page to running this business. In doing so, they had connections from within the central Indiana Etsy Community.
Embracing an old time Charm
In building the spirit of a general store, we looked back and researched how said stores presented themselves. We looked at the history of signpainting, what general stores had in common, and what symbolism translated well for them. This idea informed our shape, color and type treatments.
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Main Mark
The mark is based off an old cash register button, as well as hanging signs at the time. The slab serif makes the mark have an aging appearence, while simultanously appealing to the millenial demographic that is into DIY and local business. The Combination mark was made in such a way that the 37 could be identified in situations where it was by itself.
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