In France, a mercery is a place that sells fabric, ribbon and other sewing items. To carry the traditional meaning of the word into the branding, Mr. Mercer was created, placing him in a world of stitched up pea pods and a salmon with a fin tassel. Mr. Mercer’s character is based on the classic French waiter who is dashing from one section of a restaurant to another. Together these elements bring a relaxed elegance to the menu design.
The tablewares used at La Mercerie are handmade by global artisans and available to purchase at Guild. The menu was introduced to build brand recognition of Guild at La Mercerie and demonstrate the utility of the tableware.
La Mercerie has hosted over 100 events for guest lists ranging 10-200. A customized menu adorns each seat to mark the occasion of the gathering, utilizing an easy-to-update template printed on a thick cardstock.
