Mercandú - Visual Identity
The project aimed to build an eCommerce brand that brings top products to the region. Our conceptual foundation is inspired by the analogy of online shopping and a "rabbit hole," where once you fall in, you enter a parallel world where anything is possible, leading to the feeling of "finding what you've always wanted." We believed the brand needed a straightforward name that would help it position quickly, with easy reading and pronunciation. "Mercar" is the transitive verb for the action of buying something. We compared navigating the platform to the act of "going mercando" (shopping), and through a play on words, it evolved into Mercandú. To guide its correct pronunciation, we added an accent on the "u," which also defined the tonal stress and became an interesting graphic element for the subsequent logo construction. Additionally, we developed the entire brand system. Take a spin in the app and get what you've always wanted.