Viand Mercantile is an ever-evolving curation of vintage and new homewares on Fore Street in Portland, Maine. Founded by Jenny Bravo, the shop grew from a photography studio side project into seasonal pop-ups, and in 2023, a permanent brick-and-mortar destination for home enthusiasts who crave the unexpected. We built their brand identity from the ground up—and from there, the job was to get that identity into customers' hands, onto the storefront, and inside every package that leaves the shop.
With a bold new visual system in place—rich reds, hand-drawn patterns, the duck-with-binoculars logo, and a voice rooted in curiosity and discovery—Viand needed a full suite of physical assets to outfit their Fore Street location and ship nationwide. Jenny had a strong vision for what she wanted these pieces to look and feel like, which made the process genuinely collaborative and a lot of fun.
We designed and print-managed packaging, signage, and in-store assets, leaning heavily into the patterns and graphic elements that give the Viand brand its personality. Shopping bags came in two versions: a classic logo bag in the brand's signature red, and a second featuring the binoculars illustration laid out so the bag handle reads as the binocular strap, a nod to the brand's spirit of discovery. Tissue paper features the eclectic icon pattern with unexpected pairings like grapes in a bathtub alongside vintage frames and Maine references like pine cones and seashells.
We created hang tags on premium ivory cardstock, including die-cut tags shaped like the walking duck and the state of Maine, with playful phrases on the back like "Good eye!" and "Vintage!" Gift cards feature a pattern of ornate frames paired with olive green holders, and shipping tape features the walking duck marching in a line. For the storefront, we designed signage including an oval exterior sign for the corner of the building, a sandwich board welcoming foot traffic, and window graphics featuring the duck bust logo (hand-painted by a local artist), which has become beloved by locals, with “For the Curious & Inspired” lettered above the door.
The physical assets do exactly what Viand's brand was designed to do—surprise you, make you smile, and encourage you to return. From the duck marching along the shipping tape to the binocular-strap shopping bags to the hand-painted window, every piece carries the brand's personality without taking itself too seriously.
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