Started by Mark Leatham in 1985, Merchant Gourmet was inspired by his passion for good food and his quest for authentic fine ingredients. The brand grew into a fragmented range of ingredients in a livery that failed to command a price premium and portray a cohesive proposition.
We were tasked with bringing together all products under a credible identity, encapsulating the spirit of the brand and its creator; a sense of passion, quality, discovery and flair for all budding chefs amongst us.
We investigated consumers’ perceptions and sought inspiration from a review of food trends to create an iconic livery, combining ownership of a distinctive colour to achieve strong brand blocking and beautifully staged close-up photography.
We moved away from product centric packaging, which made it difficult for consumers to link the products to the brand. Instead, the new design unifies all products under a flexible premium identity.
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