Rebranding, Visual Design, Apparel
Mercury is a self-initiated identity project rooted in my family's history. Founded by my grandfather, Frederich T. Jewett, in late-1940s San Francisco, Mercury Parcel & Drayage Service was a small delivery and trucking company serving the Bay Area.
After suffering a stroke later in life, my grandfather eventually sold the business. Although his mobility became limited, his creativity didn't. He continued to draw and paint watercolors—some of which survive alongside Mercury's photographs, stationery and company artifacts.
Using these fragments as a starting point, I reimagined Mercury as a contemporary California lifestyle brand centered on work, adventure, creativity and community. Rather than recreating the company as it was, the project asks what its spirit could become today.
