My Role
Visual Identity
Package Design
Tools
Indesign
Photoshop
PLENTY Mercantile is a true modern mercantile, offering an assortment of goods. This includes, but is not limited to, a wide range of treats. In a significant milestone since opening in 2011, one of PLENTY's dreams has come true: the introduction of a collection of PLENTY-branded pickled goods and spreads. This marks another step in the mercantile shopping experience that PLENTY always strives to achieve.
Nostalgia is a core value at PLENTY, ensuring that guests from all different generations find something that touches their hearts. The flagship location can be found in the Historic Automobile Alley, occupying the original Chevrolet Dealership in OKC. By combining these two significant aspects of the business, I sought inspiration specifically from old tin packaging, such as oil cans and vintage candy.
After seeking inspiration and having a clear vision, I knew I wanted the labels to have bold personality while harmonizing as a collection. Each label should possess a distinct retro quality while complementing the others. They also needed to strike a balance between a professional appearance and readability, all of which would collectively convey the vintage feel we desired. To achieve this, I adhered to an 8-color palette, varying the main colors and limiting the use of each on every label. These colors were all derived directly from PLENTY's own branding. Additionally, a variety of typefaces were employed, with a consistent application across all 7 labels.
Each product required specific details to distinguish them as PLENTY's goods, including ‘PLENTY Mercantile,’ ‘USA MADE,’ and the three integral banners on each label. These banners, though seemingly small, hold great significance as they have proudly graced the flagship location since its inception and now appear in various company applications.
PLENTY also prioritized the aesthetic appeal of these labels because it was important that once purchased, guests could effortlessly use them directly in the jar for parties, charcuterie boards, and other occasions, without the need to transfer the food into another container. Moreover, they add a beautiful touch to store shelves and homes.
