Description
Merca Jumbo was born as a local hero brand — affordable, fresh, and practical — spun off from the powerhouse Jumbo brand. The goal was to build a sub-brand that’s simpler and more accessible, without losing the authority and trust of its parent. This identity needed to communicate modernity, friendliness, and disruption, while staying grounded in the retail space.
Challenge
Creating Merca Jumbo meant defining a new retail identity under the shadow of a well-known brand. The goal was to simplify and modernize without losing the strength and authority of Jumbo.
We had to strike a balance between being affordable but not cheap, bold but not aggressive, and fresh but still trusted — all while building something instantly recognizable on crowded shelves.
Logo Concept
The logo was crafted to balance approachability and boldness, reflecting both the brand’s everyday practicality and strong retail presence.
Combination Logo
Color Palette & Typography
Details
- Brand Merca Jumbo
- Client Madelyn Martinez Moya, Aicnecony Taveras
- Agency Ogilvy RD
- Creative Direction Katherine Yuen & Juan Daniel Suárez Beltrán
- Project Managers Brigitte Rinkel & Kleyner Tapia
- Art Director Jean Soto
- Motion Graphics Julio Rodriguez