MERCUR®

A LEADING BRAZILIAN BRAND'S SUCCESSFUL TRIP NORTH.
To support the introduction of its well-established namesake stationery brand to the US market, Mercur called on Source/Inc. to help develop a package design system that could better speak to American consumer sensibilities and stand for relevant cultural values in an increasingly commoditized category.

Our solution lay in mining each culture for shared symbols, colors and attendant meaning dimensions that could transcend on-pack language to evoke appropriate universal emotional responses.

The result has been strong initial sell-in with its target art supply and college book store retailers alike and the beginnings of a successful future expansion to a vital new US marketplace.