MERCHANT

Brand Identity Design

Paying homage to the rich history of Australian market traders.

logo / custom typography / patterns / brand guidelines / wayfinding / promotional signage / carry bags

The Opportunity

Travellers within Australia are seeking increasingly unique and localised experiences. The demand for products designed and crafted from those regions grows in parallel.

MERCHANT stores aspire to become beacons within Australian airports known for showcasing the best local spirits, fine foods, art and craft of the region.

We were tasked with creating a bespoke and easily identifiable brand identity to help fulfil this aspiration.

Meticulously Detailed

The MERCHANT logotype’s tall linear form and embellishment detailing take cues from the Art Deco style which once represented fine craftsmanship, luxury and elegance.

A complimentary symbol was also designed - it’s eight sided emblem a reference to Australia’s eight states and territories.

Local Delights

The logo and symbol have been designed in a way that each store can be tagged with the name of the region.

Perfectly Patternable

We extended the logo to multiple variations that can be patterned in ways reflective of the fluctuating chatter and buzz of a busy marketplace.

Completely Custom

While designing the logo's eight beautiful, linear letterforms, it was immediately obvious that we could expand them into a full typeface to be used in brand communication.

Consistency Is Key

Consistent implementation, or the lack thereof, can make or break a brand’s integrity.

This style guide is a helpful tool when applying the MERCHANT brand assets to any context.

The Impact

The first MERCHANT locations opened at Sydney Airport's Domestic Terminal in 2018, using local timber and stone on fixtures and flooring - staying true to the brand's aspirations.

Printed and digital communications are consistently branded for customers, and the identity's simplicity has been key in allowing architects to create bespoke experiences for each location.