Heineken Spin
Spinning in the world’s favor
Mercê do Bairro
Transforming realities, one neighborhood at a time
- Positioning
- Naming
- Verbal identity
- Visual identity
- Communication Guidelines
- Online brandbook
Is there a small market in your neighborhood?
As we look around, we see a niche with tremendous potential, though still very informal. That’s where our clients recognized the opportunity to help these retailers thrive with their own businesses. We were invited to take on this challenge, creating a powerful brand to connect these retailers to new opportunities, thereby supporting thousands of people. And, of course, we embraced the task of developing new methods, methodologies, presentations, and formats to adapt to the dynamic nature of the project.
We dove headfirst into this world through conversations with retailers and clients. Through these interactions, we discovered lives full of stories, challenges, resilience, and hard work, because each place bears the sweat and determination of its owners. From these exchanges, we gained the insight: “It’s time for life to smile on them!” Everything is driven by the purpose of putting retail intelligence into the right hands, changing realities, one neighborhood at a time. And this only happens when you have a right-hand partner by your side, helping you grow more easily.
Starting with the strategy, we embarked on the naming process with a mission: to find a name that best captured the brand’s human warmth and sense of partnership. After more than five team meetings, 300 proposed names, and a survey of 80 clients, we found a name that truly embodied the neighborhood spirit and felt just right. And so, Mercê do Bairro was born.
We sharpened our sensitivity and drew inspiration from market radios and music to create a popular, Brazilian, and musical tone. A voice that carries accents, expressions, and real experiences wherever it goes. With the warmth of a neighborhood feel and the ease of neighborly chats, we aim to see the whole community grow and succeed together.
With warmth and good humor, basic shapes and curves set the rhythm of a visual style made for everyone. Practical and simple, to help Jessica promote a big discount or Vanderlei find the yeast for his bread.
From brief to reality in five months. Agile teams by nature, not by methodology. Talking with small retailers, understanding their motivations, provided insight, language inspiration, and our greatest source of energy. The result is a dynamic, modular brand designed for an omnichannel experience.
Environmental design by Soek Arquitetura
