The challenge
Mercato had outgrown the identity it was founded with a decade ago. Expanding to a new city meant the brand needed to work across signage, packaging, social, and web — without losing the warmth customers associated with the original store.
What we did
- Audited existing touchpoints and interviewed long-time customers.
- Developed a refined wordmark, a supporting icon library, and a flexible color system.
- Designed packaging for the private label line, along with a new store signage system.
- Delivered a brand guidelines PDF and a Figma library for the in-house marketing team.
Outcome
The new identity rolled out across all four locations without a hitch. Leadership reports the system has held up through three seasonal campaigns without needing revision.