Exceptional tailoring. Generic brand.
Mercer & Black had been crafting premium menswear for eight years — but their brand looked like every other mid-market label. Nothing communicated the precision and craft behind the product.
They were competing on price when they should have been competing on position. The product was premium. The brand wasn't.
Dress the brand the way it dresses its clients.
We mapped every brand touchpoint — and found a consistent gap between the quality of the product and the quality of how it was presented.
We repositioned Mercer & Black as a brand for men who treat clothing as craft — not fashion, not status, but considered investment.
New identity system — typography, palette, packaging and photography direction — built to command the premium it deserved.
Exceptional tailoring. Generic brand.
Mercer & Black had been crafting premium menswear for eight years — but their brand looked like every other mid-market label. Nothing communicated the precision and craft behind the product.
They were competing on price when they should have been competing on position. The product was premium. The brand wasn't.
Dress the brand the way it dresses its clients.
We mapped every brand touchpoint — and found a consistent gap between the quality of the product and the quality of how it was presented.
We repositioned Mercer & Black as a brand for men who treat clothing as craft — not fashion, not status, but considered investment.
New identity system — typography, palette, packaging and photography direction — built to command the premium it deserved.
Numbers that
speak for themselves.
Numbers that
speak for themselves.
![Aurum — main visual](https://nexoraa.live/wp-content/uploads/2026/04/freepik_premium-menswear-brand-id_2729095744.jpg")
