MERCUR Design & Branding MERCUR COLORS by Gad' Design

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Design & Branding
Market Brazil
Agency Gad' Design
Creative Director Valpirio Monteiro
Designer Claudia Nichetti, Fernando Ribeiro
Released November 2009

Credits & Description

Category: Point of Sale
Advertiser: MERCUR
Product/Service: DIY PRODUCTS
Date of First Appearance: Nov 30 2009 12:00AM
Entrant Company: GAD', Sao Paulo, BRAZIL
Executive Director: Valpirio Monteiro (Gad)
Creative Director: Valpirio Monteiro (Gad)
Designer: Claudia Nichetti (Gad)
Designer: Fernando Ribeiro (Gad)
Media placement: Mercur Colors- Corporate or Brand Identity –Point of Sale - Spontaneous publicity troughout Brazil's leading media channels - 2009

Describe the challenges and key objectives
With points of sale characterised by an excess of information, the challenge was in leaving the comfort zone and providing the brand with greater visibility.

Describe the brief from the client
Promote and add value to the Cores Mercur line, products aimed at DIY activities. With a target audience restricted to housewives, the brand needed to increase its presence among consumer profiles, who seek personality and unique features in their creations.

Describe how you arrived at the final design
The use of minimalist language on posters in order to contradict the visual pollution present in this type of retail outlet. Resources included making full use of the color white and paper folding to highlight the shapes, colors and textures, characteristics of manual work.

Give some indication of how successful the outcome was in the market

With strong presence in points of sale and media far from the category’s usual standard, the Cores Mercur line gained visibility and an increase in sales. The brand won over new consumer profiles looking to express their identity through customisation.