mercê brechó
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![Page 1: mercê brechó](https://reader031.fdocument.pub/reader031/viewer/2022012917/568bde751a28ab2034b99409/html5/thumbnails/1.jpg)
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para o nome, buscamos uma palavra ou expressão
mineira que carregue a ideia de comércio. o universo
simbólico mineiro é muito rico. como ponto de
partida, a palavra mercearia, comércio tradicional
quase em desuso atualmente. por trás do balcão de
madeira e vidro, ora um tiozinho simpático, ora um
tiozinho carrancudo. os pedidos são anotados, visto
a proximidade entre quem compra e quem vende.
além dos valores citados, ficamos também com o
nome “mercearia”, que, por questões estéticas,
reduzimos para “mercê”. segundo o michaelis, mercê
significa “benefício, favor, graça” e “benignidade,
bom acolhimento, favor, indulgência” - ou seja, mais
valores positivos. a palavra traz também a expressão
“à mercê de algo”, que quer dizer “ao capricho de
algo” - possível ponto de partida para a campanha de
comunicação. de forma um pouco mais subjetiva,
sugere também o apelido de mercedes, nome feminino
das antigas. inclusive, tem a mesma origem de
“mercì”, agradecimento em francês.
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referências
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estudos e e testes conforme orientações e pesquisas, baseados no briefing.
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lettering
H#$+gz{}~_RêÂß¾±²³¶5§ª
Ý89*−×!afkÆñ≈ƒ§FR�@<>?
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BRECHÓ
Mercê
como base para o estudo da composição tipográfica da marca, foram trabalhadas duas fontes com famílias bastante completas. o que ampliou a apropriação de possiveis elementos complemen-tares extraídos da própria família. dois estilos diferentes que combinados embelezam a marca.
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ícone
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eleger um ícone é uma forma de ampliar as aplicações da marca e ainda ganhar uma redução mín-ima de fácil reconhecimento. a coroa, um ícone universal, trabalhada em paralelo com a marca, amplia o recall e facilita a memorização. resulta um posicionamento mais sólido e acertivo.
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marca
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como decisão de marca, negativo e positivo. a paleta de cores será trabalhada conforme sazona-lidade de aplicação ou necessidades específicas. a marca portanto deverá ser trabalhada respeit-ando as aplicações de negativo e positivo visando a sua perfeita leitura e visibilidade.
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LavanderiaDilleniaUPC
tipografias
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Aller(COMPLEMENTAR)
lightregularitalicboldbold italicdisplay
complementando as tipografias que formam o lettering, foi escolhida a família aller. por sua beleza estética e seus vários pesos foi eleita como fonte complementar para a identidade insti-tucional do mercê brechó, não restringindo a utilização, com coerência, de outras fontes.
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paleta de cores
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uma cor
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uma cor em uma paleta infinita. libertade é a palavra conceito da paleta de cores, que pode variar conforme a ocasião. nesse caso, a definida para lançamento e inauguração foi um tom que varia entre o vermelho e o rosa. uma declaração cromática apaixonada por brechós.
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cartãozinho
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cartão de visitas serve para informar dados práticos: nome, telefone, email, site. o nosso não! o cartãozinho do brechó é uma peça conceito. o primeiro contato pode provoar admiração ou est-ranhamento. ele não é pra ser carregado na carteira. o formato quadrado talvez incomode, mas principalmente se destaca e reforça a identidade e propõem uma experiência diferente.
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bloquinho papel timbrado
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no caso desse papel timbrado, optamos por um bloquinho, também quadrado, com des-taque em picote para anotações, bilhetes ou qualquer utilização que for conveniente.
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envelopes
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a páguina no facebook será o principal canal de comunicação e divulgação do brechó.
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painel imã
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site
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pasta fechada e aberta
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sacola
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ficha de pedido
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login de acompanhamento
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convite + mini champagne
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![Page 42: mercê brechó](https://reader031.fdocument.pub/reader031/viewer/2022012917/568bde751a28ab2034b99409/html5/thumbnails/42.jpg)
revista + emkt
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brinde
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cartão de aniversário 01
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cartão de aniversário 02
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cartão de aniversário 03
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mulher
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páscoa
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mãe
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festa junina
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uberlândia
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primavera + estampa
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natal
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- book de marca mercê brechó -
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