Kaufmann Mercantile
Kaufmann Mercantile
Home Goods, Lifestyle
Art Director
Identity, Website, Product Design, Paid Social, Organic Social, Collateral, Packaging
As Art Director at Kaufmann Mercantile, Dominick helped reposition the brand aesthetic to appeal to a larger female audience. He introduced a new wordmark in a lighter serif font, re-skinned the website to make it more airy and minimal and streamlined the photography, color palette and fonts by implementing brand and usage guidelines.
He was also a co-designer and commissioner of art for their bestselling book How To Split Wood, Shuck An Oyster, And Master Other Simple Pleasures published by Princton Architectural Press.
Open a masculine heritage brand to a wider audience.
Kaufmann Mercantile sold well-made, long-lasting goods for the home and the outdoors, and its look leaned heavily toward a male customer. The goal was to broaden its appeal, especially to women, without losing the craft and quality the brand was built on.
The answer was a lighter touch everywhere: a new serif wordmark, a more airy and minimal site, and one set of guidelines for photography, color, and type so every channel looked like the same brand.
Identity & Packaging
A new wordmark in a lighter serif, and a brand line, Made Better, carried onto totes, packaging, and collateral.
Book
How To Split Wood, Shuck An Oyster, And Master Other Simple Pleasures, co-designed with commissioned art throughout. Published by Princeton Architectural Press.
Website
The site re-skinned to be more airy and minimal, with more room for photography and editorial.
Email & Advertising
Collection banners for paid placements and product emails, built on the same type, color, and photography guidelines as the site.