About the Project
Shirley's Mercantile
Shirley’s Mercantile is a nostalgic Southern mercantile and coffee shop rooted in community and inspired by the legacy of its founder’s grandmother. Draper Designs developed the brand from the ground up, creating a timeless, versatile identity that honors its 1930s inspiration while setting it up for modern-day growth, both in-store and online.
Project Scope:
- Full Brand Identity Development (Primary Logo, Secondary, Submark & Monogram)
- Custom Color Palette, Font Pairing, and Brand Voice
- Illustrated Brand Elements & Seamless Pattern
- Social & Packaging MockupsBrand Guidelines PDF & Web-Ready Asset Kit
Timeline
5 Weeks
Objectives
- Establish a brand identity that feels handcrafted, nostalgic, and warm
- Build a scalable visual system that supports both coffee and retail offerings
- Capture a modern take on a traditional general store with elevated charm
Strategic Objectives
- Versatile logo suite for signage, packaging, web, and merchandise
- Clean typography system paired with vintage influence
- Illustrated elements and brand visuals to support marketing and storytelling
Charleston Teal
Canvas Cream
Vintage Gold
Mercantile Rust
Challenges
- Building a cohesive brand from scratch (no prior identity)
- Bridging emotional storytelling with practical retail applications
- Preparing all brand assets for use across multiple platforms (digital, physical, social)
Strategy & Execution
- Created custom illustrations, seamless brand patterns, and mockups
- Provided a complete brand guidelines system with font/usage hierarchy and web-ready files
- Supplied logo variations and digital assets for the client’s developer and future print nee
Key Outcomes:
- Cohesive, emotionally resonant brand identity
- Flexible logo suite for multi-use
- 3x Brand recognition across Charleston, SC area
- Consistent visuals across all touchpoints
- Defined photography style for future content
- Scalable system for seasonal expansion
- 3x Brand recognition across Charleston, SC area
- Consistent visuals across all touchpoints
- Defined photography style for future content
- Scalable system for seasonal expansion
"Thank you for all your hard work! I really love everything about the brand and am super excited to use it."
Lauren F.
Owner of Shirley's Mercantile
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