MERCHANT’S
VIDEO
BRANDING
ART DIRECTION
STRATEGY
PACKAGING
VIDEO
BRANDING
ART DIRECTION
STRATEGY
PACKAGING
Merchant’s is a new brand under Heineken’s umbrella inspired by American classics of hard lemonade and hard peach tea for the one who is “Just a Little Grown-Up”.
The project consisted in refining their logo and packaging as well as creating the graphic brand style and art direction that helped develop paid media assets, billboards, social media, video and photo shoots. Led all pre and post-production workstreams from concept development to art direction on set and execution of campaign assets into out of home and social media deliverables.
The project consisted in refining their logo and packaging as well as creating the graphic brand style and art direction that helped develop paid media assets, billboards, social media, video and photo shoots. Led all pre and post-production workstreams from concept development to art direction on set and execution of campaign assets into out of home and social media deliverables.
The oportunity relied on the fact that the ultimate sign of maturity is appreciating your reality, rather than wishing your reality was something different. Therefore Merchant’s exists because enough is plenty.
Enough of just the good, pure, and simple things
Is in and of the moment, not controlled by it but living in it
Plenty doesn’t mean excess—it means just right
Enough of just the good, pure, and simple things
Is in and of the moment, not controlled by it but living in it
Plenty doesn’t mean excess—it means just right
THE CAMPAIGN
A Little Grown-Up
While a lot of people tend to romanticize the past as their best years, we like to think they’re actually just beginning. Being a little grown-up is underrated. And awesome. You’ve got honed confidence, better style, enough cash to have a life, enough good people to fill that life with, and importantly, still plenty of room for evolution (and a little letting loose...), no matter where you fall on the literal and spiritual age spectrum.
Merchant’s wanted to give two throwback classics the same treatment, evolving them to the current grown-up taste. Think old soul in a new can. So grown-ups that aren’t too grown-up, and grown-ups still coming into their own...this is for you.
TANYA PEDRA 2024 ALL RIGHTS RESERVED.