Mercados OR
1. Situation
Mercados OR is a family-run business that started from scratch and has grown by challenging traditional market theories. With a strong identity, a customer service-centered approach, and a unique in-store experience, it has positioned itself as a cult brand, loved by its customers within the category.
2. Brand
psychoanalysis
We found that the brand had a unique way of doing things, based on its beliefs and internal culture. That’s why the idea of talking about “Modo OR” emerged—this special way of seeing life that only this brand has, and that makes it so distinctive.
3. Strategy
We developed a visual strategy that is simple, colorful, and modern, highlighting the message “we serve with love” and the concept of “Modo OR.” We also used spanish words that contain “OR,” such as amOR** (love), sORpresas (surprises), and ahORro (savings). In this way, we created a unique brand territory. This communication emphasizes the brand’s distinctiveness, reinforcing its positioning as close, different, and authentic.
