Brand Identity
Print Collateral
Merchandise
Packaging
Signage
Creative Direction
Illustration
Core Messaging

The Project Scope

Kuusi is a Modern Mercantile with a mission to elevate the everyday. Located in a landmark building on the Keweenaw Peninsula of Michigan that dates to 1880 (affectionally known by locals as The Last Place on Earth), Kuusi breathes new life into the mercantile tradition. 

Lisa Huther is a third generation Keweenawan who created Kuusi to honor her family and home – a place where the sky meets Lake Superior, the spruce trees abound, and summer’s wild berries make for exceptional jam. This mercantile is filled with honest, well-crafted items complimented by vintage finds and one-of-a-kind art pieces. When it came to a visual identity this business could embody, we chose to craft a logotype the old-fashioned way – with hand-drawn letters on paper. The graphic system of logos, illustrations, and carefully crafted color palette communicates Kuusi’s heart for care and intention in a way that elevates the ordinary to the extraordinary. 

Kuusi Mercantile

Agency: Chair8 Media
Creative Director: Foster Barker Creative