MERCANTILE 37 BRANDING

Mercantile 37 is an artisan showroom in Noblesville, IN offering vintage and handcrafted furniture, housewares, supplies, and decor from local artisans. Working with the team at Marion Design Co., I had the pleasure of working on the development of their brand identity. Our solution used a more modern take on vintage signage, using a slab serif typeface that felt refined and crafted, but not modern or sleek recalling forms found in vintage signage. The number “37” was an important part of the name, and we saw it as a mobile piece of iconography that could be expanded for the brand. Inspired by the type on old cash registers, the “37” was customized to fit the wordmark while also standing as an icon on its own.

Role: Design Research and Brand Identity Design
Year: 2018