Mercato is a one of its kind commercial project that encompasses a combination of a shopping mall and a well anointed ‘Serviced Hotel Apartments’. It’s the first commercial real estate undertaking for the parent group and hence a very symbolic project. It offers a perfect synthesis of an end-to-end retail capacity for a one-stop shopping experience. It employs an integration of architectural brilliance and smart energy management (for lesser wastage of resources like water and electricity). The project has incorporated stringent standard measures to obtain IGBL LEED platinum rating with an aim to join the league of elite green buildings in India. LEED certification is the recognized standard for measuring building sustainability. Achieving LEED certification is the best way for you to demonstrate that your building project is truly "green."
The target audience for this mall will be mid-income families who are looking to buy the house-hold essentials (through the offering of a hyper market, a consumer durable and a department store) at a one-stop shop venue. The age group of the mall consumer could be single working professionals (M + F) in their mid-twenties to a family of four coming into shop for their quarterly stock-up on bulk deals. Whereas the target audience for the Serviced Apartments will be working professionals of 25 – 55 who’re either on a secondment in Kochi or are traveling for a short duration for work. The service apartments can also be occupied by families coming to Kerala for holidays and making this as their base in-between traversing around cities.
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The logo should convey the progressiveness of the project under hand. Given the energy efficient management that’s been utilized in it and along with state-of-the-art structure that’ll stand tall once finished, the logo must appear modern and reflect the sustainability aspect of the building. We currently don’t have a tagline for the logo yet and hence the logo must capture the green-friendly element to make people aware of its unique offering. Through the logo our consumer should understand that our mall stands tall for green-living and modernity that arises from our vision. Since the mall will be catering to the local and non-local market, adding a flavour to the design for consumer relatability and top-of-the-mind recall is a must.
The logos will be used with every collateral that gets distributed (on-ground and on-line). If we do go ahead with a TV Commercial campaign, it will be used there for promotional purposes as well. We’re not looking for a logo that is very serious in terms of its fonts, it should be iconic in its layout and allow for an immediate recall. While we’d like to stick to the basic colours, depending on the colour palette relevant to the city, some colour can be added to the brand’s logo while displaying the semi-serious image.
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