Visual Identity | Summer 2016
A Journey of Brand Mastery
PK harnessed Italian elegance and the unique ambiance of the Mall of San Juan, crafting a sophisticated branding system. With a budget of ~$35K allocated over a 3-6 month period, PK meticulously brewed Mercato’s new identity, blending tradition with flair.
PK delivered a cohesive brand identity for Mercato, guaranteeing every customer interaction vibrates with the brand’s new aesthetic and foundational values.
Brand Identity Design
PK developed a unique logo, color scheme and typography for Mercato, drawing inspiration from its Italian theme. This branding strategy leverages Mercato’s prominent location in the Mall of San Juan.
Mercato's Story
The team’s storytelling strategy for Mercato played a vital role in connecting the restaurant with its customers across all marketing platforms.
Market Analysis
PK delved into research to understand Mercato’s preferences and expectations. This shaped the brand’s positioning and helped the PK team craft tailored marketing strategies.
Internal Branding
PK meticulously ensured that Mercato’s brand ethos and vibrancy were mirrored internally. This included the design of the space itself, employee uniforms and the tone for internal communications.
Awareness Campaign
To craft a memorable introduction into the market, the team utilized a mix of media channels — including social media, digital advertising and print to highlight Mercato's unique value and Italian-inspired elegance.
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