Merchant's — Tanya Pedra

MERCHANT’S

VIDEO
BRANDING
ART DIRECTION
STRATEGY
PACKAGING

New brand under Heineken’s umbrella. Merchant’s is a hard lemonade and hard peach tea for the one who is Just a Little Grown-Up. This work consisted in cleaning up their logo and packaging as well as creating the brand style that help develop paid media assets, billboards, social media and video & photo shoots.

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

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.

At Merchant’s we’ve given two throwback classics the same treatment, evolving them to your 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.