Nature's Mercantile: Brand Kit Redesign & More
Creating a cohesive brand and shopping experience.
Website Applied w/ Brand Kit
Overview
Nature’s Mercantile is an herbal supply shop specializing in handcrafted, organic products and herbal apothecary goods.
Working with Nature’s Mercantile, our team was tasked with developing a cohesive brand kit and improve the company's inventory, packaging, social media, website, and shopping experience. Our work focused on creating consistency across touch points while making products easier to understand, organize, and discover.
Contributions
Our team consisted of 9 people that were all undergraduate students. Contributions I made to the project were:
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Research
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Testing
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Workshopping
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Design
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Documentation
User Groups
Owner: The owner of Nature's Mercantile who aimed to give her brand a new look and wanted a better way of organizing inventory.
Customers: Current and prospective customers who seek natural alternatives to mainstream pharmaceutical products.
Team
Aline Cherney
Carter Colatrella
Jack Gerber
Mina Mayerczak
Kellen McClain
Lily Perkins
Saathvika Talluri
Isaac Vivo
Chenghao Wang
Duration
16 Weeks
Spring Semester 2025
Jan - May
Tools
FigJam
Canva
Google Sheets
Google Forms
Milestone 1A: Brand Kit
""How might we better understand the apothecary market and develop a brand kit that reflects the brand's desired aesthetic?""
01
Brand Kit Secondary Research
The team began with researching the components of effective brand kits, including typography, color, logos, and templates, to establish a foundation for developing Nature’s Mercantile's visual identity.
Findings
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Color plays a major role in brand recognition.
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Typography should reflect a brand's identity.
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Multiple logo variations support different contexts.
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Consistent templates help maintain visual identity.
Brand Kit Secondary Research Affinity Diagram
02
Competitive Analysis
After conducting our secondary research, the team wanted to compare Nature’s Mercantile with nine other herbal and apothecary brands to identify visual trends and opportunities within the industry.
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Brand Kit Competitive Analysis
Findings
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Competitors commonly used earthy and natural color palettes.
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Both vintage and modern typography were common.
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Nature-inspired imagery and minimalist branding were prominent.
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Nature’s Mercantile needed to balance its vintage aesthetic with a more modern audience.
03
Color Scheme
Secondary Research
The team then researched color psychology and methods for developing cohesive color palettes. We used these findings to explore how color could communicate Nature’s Mercantile’s natural, herbal identity while appealing to a broader audience.
Findings
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Color choices can influence how a brand is perceived.
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The palette needed to balance natural, earthy tones with a modern appearance.
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A cohesive palette would help maintain consistency across touchpoints.
Color Scheme Secondary Research
Affinity Diagram
Word Ideation Activity Results
04
Brand Descriptors
Ideation
Next, the team developed and organized descriptive words that represented how Nature’s Mercantile should be perceived as a brand. These descriptors helped establish a shared direction for the visual identity before beginning the design process.
Findings
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The brand needed to feel natural and apothecary-inspired.
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The visual identity needed to feel both traditional and approachable.
05
Brand Kit
Initial Ideation
The team then explored initial concepts for Nature’s Mercantile’s logo, typography, colors, and overall visual style. These early ideas translated our research into possible directions for a more cohesive apothecary-inspired identity.
Findings
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Early concepts helped establish a balance between vintage apothecary aesthetics and modern design.
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Multiple visual directions allowed the team to compare different interpretations of the brand.
Board of Findings for Brand Kit Inspiration
06
Sponsor Feedback
& Iterations
After creating the initial ideation, we presented early brand concepts to the project sponsor and gathered feedback on how well they represented Nature’s Mercantile. We used this feedback to refine the visual direction and better align the designs with the sponsor’s goals.
Findings
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Sponsor feedback helped narrow the visual direction.
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Iteration ensured the final identity reflected both research and the company's preferences.
07
Brand Kit
Co-Creation Workshop
After gaining feedback, the team worked directly with the sponsor in a co-creation workshop to develop and refine branding concepts. The activity allowed us to incorporate the sponsor’s vision directly into the design process rather than relying solely on our research.
Findings
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Direct collaboration helped clarify the desired balance between traditional and modern aesthetics.
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Sponsor input became a key part of refining the final brand direction.
Finalized Version of Co-Created Color Palette & Styling
08
Using the preferences identified during the co-creation workshop, we developed six different brand kit variations. Each iteration experimented with combinations of the sponsor's preferred fonts, earthy color palettes, and simple logo concepts while maintaining the overall visual direction.
Brand Kit Iterations
Brand Kit Iterations
Findings
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Multiple iterations showed how the sponsor's preferred elements could work together in different ways.
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Subtle changes in typography, color, and logo style created distinct brand directions.
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The six concepts gave the sponsor a focused set of options to evaluate before finalizing the brand kit in the next workshop.
Brand Kit Iterations for Next Workshop
09
Brand Kit
Final Iteration Workshop
After creating the six brand kit iterations, we presented them to our sponsor and gathered feedback on which elements best represented her vision for Nature's Mercantile. We then used her feedback to make the final adjustments to the logo, color palette, and typography before moving into A/B testing.
Findings
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A dark green mortar-and-pestle logo was selected as the final direction.
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The palette was narrowed to dark green, light green, and beige.
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Cardo and Agrandir were selected for the header and body fonts.
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Agrandir's size and weight were increased to improve readability.
10
A/B Testing
Once the final workshop was finished, we tested the existing and proposed brand elements with 24 participants to compare how effectively each communicated Nature’s Mercantile’s identity. The results helped validate the new direction and identify which elements resonated most strongly with users.
Ratings for Old Color Palette
Findings
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The new brand kit generally received higher ratings.
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The new color palette performed particularly well.
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Participants described the new direction as natural, modern, and visually pleasing.
Ratings for New Color Palette
11
Final Brand Kit
Once the team gathered the data from the A/B testing, we combined our research, testing, and sponsor feedback into a complete brand system for Nature’s Mercantile. The final kit included updated logo variations, typography, colors, and guidelines that could be applied consistently across the company’s touchpoints.
Findings
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Updated logo variations
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Color palette with HEX codes
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Typeface package
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Usage guidelines
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Complete brand kit
Full Brand Kit Sheet
Milestone 1B: Spreadsheet
""How might we enhance Nature’s Mercantile herbal database to easily track and display product information?""
01
Spreadsheet Research
When beginning work on the spreadsheet, the team researched spreadsheet organization and information-management practices to determine how Nature’s Mercantile's herbal database could be structured.
Findings
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The spreadsheet needed to prioritize clarity and ease of use.
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Product information needed to be structured so it could easily transfer to other company materials.
02
Comparative Analysis
Once enough data was found, we compared different spreadsheet tools and their features to determine which capabilities would best support Nature’s Mercantile's inventory needs based on the research from before.
Results of Comparative Analysis
Findings
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Advanced spreadsheet features were unnecessary for the sponsor's relatively simple dataset.
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Google Sheets provided the functionality needed while remaining accessible and collaborative.
03
Current State Analysis
After deciding to use Google Sheets, the sponsor's existing product information and workflow was then examined to understand what information needed to be tracked and how it was currently being managed.
Findings
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Product information was spread across different needs, including labels, websites, and social media.
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A centralized database could reduce repeated work and improve consistency.
FigJam Spreadsheet Analysis
04
Interview/Clarifying Questions
With the results of the current spreadsheet analysis, the team worked with the sponsor to clarify which product information was essential and how the spreadsheet needed to fit into her existing workflow.
Findings
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The database needed to support product tracking as well as content creation.
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Clear categories and reusable information were essential.
05
Spreadsheet Creation
The team then created multiple structured herbal product databases containing information that could be reused for labels, social media, and website listings. Structuring the information in one system made it easier to reuse product data across different company materials.
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Spreadsheet Idea Example 1
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Spreadsheet Idea Example 2
06
Final Spreadsheet Iteration
Once the team got feedback from the sponsor about spreadsheet ideas, they created a final spreadsheet with features such as dropdown menus, notes, and automatically generated website code to make the system easier and more efficient to use.
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Descriptive Info Spreadsheet
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Inventory Tracking Spreadsheet
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Website Code Spreadsheet
Finding
Automating repetitive information made the sponsor's workflow more efficient and reduced the need to manually re-enter product data.
Milestone 2A: Packaging & Labels
""How might we implement the new brand kit across newly designed packaging and labels?""
01
Current Packaging
& Labeling Analysis
Once we got to the second milestone, we analyzed existing packaging and labels to identify inconsistencies, information gaps, and opportunities to better reflect the new brand identity.
Packaging Before Project
Findings
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Label designs were inconsistent.
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Some labels contained too much information while lacking other important details.
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Existing black plastic packaging did not reflect the desired brand identity.
Labeling Before Project
02
Packaging Research
The team then researched packaging materials and herb-storage requirements to identify options that could protect products while supporting the new brand direction.
Findings
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Herbal packaging needs to protect products from air, moisture, and UV light.
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Tin and food-grade bags best met the project's functional requirements.
FigJam Packaging Research
03
Packaging Comparative
Analysis
After researching materials and requirements, we thought it was best to next compare available packaging options based on cost, size, protection, aesthetics, and ease of implementation.
Findings
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Packaging needed to balance functionality with brand aesthetics.
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Ease of implementation was an important consideration for the sponsor.
Material Comparison Table 1
Material Comparison Table 2
04
Initial Sketches
Once we compared packaging options, the team sketched multiple packaging concepts to explore different materials, forms, label placements, and ways to incorporate the new apothecary aesthetic.
Findings
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Sketching helped compare concepts quickly before committing to a direction.
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Sustainability, usability, and shelf appeal all influenced the concepts.
Packaging Sketches
05
User Testing
Next, we tested packaging concepts to gather feedback on their visual appeal, usability, and ability to communicate the brand.
Findings
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Paper sachets were preferred by 54% of participants.
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Users liked their natural, modern look and herb visibility.
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Tins felt outdated, while boxes felt bulky.
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The paper sachet best matched user preferences and the brand direction.
Packaging Preference Pie Chart
06
Final Packaging
Suggestion
Based on user testing and material research, we recommended moving forward with a kraft paper sachet for Nature’s Mercantile’s herbal products. The recommended packaging was airtight, moisture-resistant, UV-resistant, and recyclable, while also being easy to open and reseal and fitting the new brand.
Reference for Paper Sachet
07
Label Research
When beginning our work on labelling, we researched label requirements and information hierarchy to determine what product information should be included and how it should be organized.
Findings
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Gained better insight of what design practices to implement for structuring the label designs.
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Gave a starting point on how to organize the information for when sketching.
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08
Label Structure
Breakdown
After our research, the team worked with the sponsor to identify the essential information and structural requirements needed for the new label system.
Sponsor's Packaging/Labeling
Goals on Whiteboard
09
Initial & Second
Iterations
Once we knew what the sponsor wanted for her labelling structure, the team developed and refined label concepts using the new brand kit while improving information hierarchy and consistency across products.
Findings
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Initial Iteration
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The sponsor preferred a cleaner, more modern look.
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Iteration 3 stood out for its simplicity and clear structure.
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Sponsor feedback helped identify which elements to carry forward into the next iteration.
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Second Iteration
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A clearer left-to-right information flow improved readability.
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Additional information was needed, including storage instructions, the official logo, and website/social media information.
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The revisions created a more complete and navigable label.
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Initial Iteration 3
Second Iteration 2
10
Usability &
A/B Testing
With the newly created label designs, we tested them to compare user preferences and evaluate whether the revised layouts communicated product information effectively.
Findings
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New labels scored higher in visual appeal, clarity, trustworthiness, and brand alignment.
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Participants described the old labels as unorganized and outdated.
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The new designs were seen as appealing to a wider range of customers.
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Testing showed a need for stronger information hierarchy, especially for precautions and directions.
11
Final Label Designs
With all of the previous research, the team created a reusable label system that incorporated the new brand identity while organizing important product information more clearly.
Findings
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New labels scored higher in visual appeal, clarity, trustworthiness, and brand alignment.
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Participants described the old labels as unorganized and outdated.
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The new designs were seen as appealing to a wider range of customers.
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Testing showed a need for stronger information hierarchy, especially for precautions and directions.
Final Label Iteration (Blank)
Final Label Iteration (Example)
Milestone 2B: Social Media Templates
""How might we implement the new brand kit into social media templates that drive customer interest and engagement?""
01
Desk Research
In order to tackle how we wanted to implement the brand kit into social media templates, we first researched social media design and educational content strategies to understand how Nature’s Mercantile could use Instagram to educate customers and drive traffic to its website.
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Social Media Research Findings & Affinity Diagram
Findings
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Templates needed to be visually consistent with the new brand.
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Educational content could help customers better understand herbal products.
02
Iterating Template Styles
Once enough data was found, the team explored multiple visual directions for reusable social media templates before refining the strongest concepts.
Initial Iterations of Social Media Templates
Findings
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When meeting with the sponsor, she informed us she wanted something simple and modern that fit the store's theme.
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From the initial iterations, she enjoyed the scrapbook style, so we made sure to have future template designs be based on it.
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03
Final Templates
After getting feedback from the sponsor, we created a set of reusable social media templates designed for educational and interactive content that directs customers toward the website. The project targeted approximately 5-7 reusable templates.
Template for "Herbal Beginner's Guide" Post
Template for "Herbal Safety Guide" Post
Milestone 2C: Applying to Website
""How might we implement the created brand kit into the website to create a visually appealing and coherent online experience?""
01
User Testing
When applying our brand kit to the website, we first evaluated the existing website to identify opportunities to improve its visual consistency, navigation, and application of the new brand identity.
Findings
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The website functioned well, but had issues with aesthetics and navigation.
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Users had difficulty with certain navigation elements and finding information.
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Product-related information caused some confusion.
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The new brand kit's typography and color palette could help address many of the aesthetic and navigation issues.
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FigJam Highlighting Themes from User Testing
02
Website
Recommendations
Based on the feedback we gained from user testing, the team developed recommendations for applying the new brand kit across the website while improving product organization, hierarchy, and navigation.
Findings
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The website functioned well, but had issues with aesthetics and navigation.
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Users had difficulty with certain navigation elements and finding information.
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Product-related information caused some confusion.
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The new brand kit's typography and color palette could help address many of the aesthetic and navigation issues.
Visual Representation of Website Applied w/ Brand Kit
Milestone 3: Enhancing the Experience
""How can we improve organization across the digital and in-store experience for better navigation and customer satisfaction?""
01
Secondary Research
For our last milestone, we first researched product organization, taxonomy, cognitive load, and shopping behavior to understand how Nature’s Mercantile could improve both its online and in-store experiences.
Findings
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Products should be categorized around characteristics and user needs.
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Over-categorization can make products harder to find.
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Consistency between pages improves navigation.
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Store sections should be clearly marked and organized to support wayfinding.
02
Competitive Analysis
We then compared four herbal and apothecary companies to identify effective approaches to organizing their online and physical shopping experiences.
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Findings
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Competitors provided useful examples of product categorization and navigation.
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Comparing industry leaders revealed opportunities for Nature’s Mercantile to improve discoverability and organization.
Competitive Analysis of Apothecary Companies
03
Recommendations
Once finished, the team synthesized research and competitive findings into actionable recommendations for improving Nature’s Mercantile's online product organization and in-store layout.
Findings
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Online categorization recommendations
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Navigation improvements
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In-store wayfinding recommendations
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Product-placement recommendations
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Organization guidelines
Final Design
01
Brand Kit
We created a comprehensive brand kit that refreshed Nature’s Mercantile’s herbal section with a more cohesive, modern apothecary aesthetic. The final kit brought together the approved logo, color palette, typography, and usage guidelines so the identity could be consistently applied across the company’s different touchpoints.
Findings
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The new brand kit was preferred over the existing identity.
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The new color palette performed especially well in A/B testing.
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The final direction better communicated a natural, modern, apothecary aesthetic.
Full Brand Kit Sheet
02
Spreadsheet
A centralized product database was created to organize Nature’s Mercantile’s herbal information and make it easier to transfer data across labels, social media, and the website. The system included categorized information, inventory tracking, dropdown menus, notes, and automatically generated website code.
Descriptive Info Spreadsheet
Inventory Tracking Spreadsheet
Website Code Spreadsheet
Findings
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Google Sheets was sufficient for the sponsor's needs and existing workflow.
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Centralizing product information made data easier to access and transfer.
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Dropdowns and structured categories made repetitive tasks faster and more consistent.
03
Packaging
Suggestion
Based on user testing and material research, we recommended a paper sachet as the new packaging direction for Nature’s Mercantile’s herbal products. The recommendation balanced the product’s storage requirements with the brand’s natural aesthetic, while also considering usability, sustainability, and ease of implementation.
Reference for Paper Sachet
Findings
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The kraft paper sachet was the strongest fit based on user testing.
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Its natural, modern appearance aligned well with the new brand.
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The packaging could provide product visibility while protecting the herbs.
03
Label Designs
A reusable label system was created that applied the new brand kit while improving the organization and readability of product information. The final design incorporated the sponsor’s feedback and testing results through clearer hierarchy, grouped information, herb imagery, storage instructions, and a QR code.
Findings
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The new labels scored higher in visual appeal, clarity, trustworthiness, and brand alignment.
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Stronger information hierarchy made important details easier to find.
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The final design balanced regulatory information with brand personality.
Final Label Iteration (Blank)
Final Label Iteration (Example)
04
Social Media Templates
The team created a set of reusable Instagram templates designed to make Nature’s Mercantile’s social media more cohesive, educational, and engaging. The templates covered content such as herbal recipes, beginner guides, product guides, safety information, and new product launches while allowing the sponsor to easily replace the content.
Template for "Herbal Beginner's Guide" Post
Template for "Herbal Safety Guide" Post
Findings
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Templates needed to be cohesive but visually varied.
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The sponsor preferred a simple, modern scrapbook style.
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Reusable layouts allowed the sponsor to create future posts by primarily plugging in new herb information.
05
Website
Recommendations
For our website recommendations we used four usability tests to identify aesthetic and navigation issues within Nature’s Mercantile’s existing website. We translated those findings into recommendations for applying the new brand kit while making navigation, product information, filters, and visual hierarchy easier for customers to understand.
Findings
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The website was functional but needed improvements to aesthetics and navigation.
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Users had difficulty with the Shop All menu, product information, and filtering.
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Typography, color, and stronger visual hierarchy could make important information easier to find.
Visual Representation of Website Applied w/ Brand Kit
06
Experience Recommendations
For our last deliverable, we synthesized secondary research and competitive analysis into recommendations for improving Nature’s Mercantile’s online and in-store shopping experiences. The recommendations focused on simplifying product categories, improving navigation and flow, and making popular products easier for customers to
Findings
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Simplifying product categories can reduce cognitive load and improve discoverability.
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A Best Sellers section could increase visibility for popular products.
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Clearer navigation and store flow can make it easier for customers to browse and find products.