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Mert's Heart & Soul
This small soul food cafe was brought into the uptown Charlotte area to help diversify and add a multicultural venue to a new and expanding “entertainment district,” which until recent years had been devoid of interest or pedestrian activity.
The project was a collaborative effort between the restaurant’s owners and NationsBank, with a focus on uptown revitalization.
The concept name, logo and collateral materials were created by Shook Kelley and were conceptually woven into a story about the late Myrtle Lockhart, who was a regular customer of the owner’s previous restaurant. The real-life link was an opportunity to develop a historical and emotional connection for consumers. Shook Kelley consulted on everything from the food on the menu to the wait staff apparel.
A historical and emotional connection for consumers
The interior space incorporated bright colors and resourceful use of materials to create a casual but vibrant atmosphere. Local artists were selected and invited to decoupage, paint and creatively contribute to designated areas, with art direction provided by the firm. Folk art pieces were displayed along with a historical and nostalgic timeline that included photographs from private collections. The targeted market segment was so diverse and the location so well positioned that Mert’s attracts a mixture of business people, Generation X’ers and multi-cultural patrons from sunrise to sunset.
The project was a collaborative effort between the restaurant’s owners and NationsBank, with a focus on uptown revitalization.
The concept name, logo and collateral materials were created by Shook Kelley and were conceptually woven into a story about the late Myrtle Lockhart, who was a regular customer of the owner’s previous restaurant. The real-life link was an opportunity to develop a historical and emotional connection for consumers. Shook Kelley consulted on everything from the food on the menu to the wait staff apparel.
A historical and emotional connection for consumers
The interior space incorporated bright colors and resourceful use of materials to create a casual but vibrant atmosphere. Local artists were selected and invited to decoupage, paint and creatively contribute to designated areas, with art direction provided by the firm. Folk art pieces were displayed along with a historical and nostalgic timeline that included photographs from private collections. The targeted market segment was so diverse and the location so well positioned that Mert’s attracts a mixture of business people, Generation X’ers and multi-cultural patrons from sunrise to sunset.