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Established in 1967 as the world was transfixed with swinging London, mods flocked to the Merc's Carnaby Street store to stock up on the latest fashion. Our task was to help Merc re-discover its heritage and establish itself as the brand of choice for a new generation of consumers.
Working with photographer Dean Chalkley we developed a concept based on great British rock bands from the 1960’s. Supporting this we developed a look and feel utilising the Union Jack (given a contemporary twist) in combination with clean and simple typography. We then Applied these assets as part of the brand refresh across retail, web and the Spring / Summer 2014 look-book.
Scope of work: Art direction, web, retail and look-book.