MERCADÃO - Grocery delivery service
Sílvia Cerqueira
Published
DIRECTION Gamify the experience and make more personal
INSPIRATION Shipt + The Sims
I D E N T I T Y
The creation of a brand manual with a color palette, icons, and font selection is essential for enhancing the perception of a digital brand, particularly for a service that is not easily visible. The “product” is contextualized with visual metaphors and infographics, leading to the delivery service and shopper, creating a strong digital identity centered on Mercadão.pt
THE ICONS
When we initiated the photo shoot process, our primary objective was to enhance Mercadão’s visual
system. Consequently, the bag, cart, and basket were the primary icons. I designed the Mercadão bag with production in mind, taking into account elements such as a prominent logo and good enough contrast. Additionally, I painted the shopping cart and basket green. In the shotlist I provided for the shopper, it was already included elements that would be very useful for the landing pages and digital campaigns. By deconstructing these elements, I was able to assemble a “visual alphabet” with approximately 55 image blocks for ads, newsletter and landing pages.
THE CAMPAIGNS
All photo production was created for static and animated content that satisfied the requirements for social media, Google Ads, Meta Ads, and other multi-channel content. The visual strategy was implemented across the website and a landing page, to capture new leads who received a themed newsletter, segmented from Churn and Lost clients. I developed up to four campaigns per month, with one campaign developed per week.
THE ADVERTISING SPOT
In film productions, the storyboard was designed from the customer’s perspective, taking into account factors such as their conversion rates on landing pages, the points where they felt most understood through the newsletters, and the key visual elements that performed better in ads. Following the completion of the final edit, including the addition of stills and minor adjustments, animations were produced for various social networks.