Keeneland Mercantile

Keeneland was planning a retail concept in downtown Lexington that looked beyond their exsiting gift-shop model. Rather than focusing on self-branded wares, they wanted Keeneland Mercantile to be a destination retailer, offering a collection of well-made regional goods curated by Keeneland in the Horse Capital of the World. We chose to use the iconic Keeneland sycamore to represent their new venture. The result was a look that appealed to newcomers as a place to collect a reflection of their travels, while eliciting a sense of familiarity from those who know the Keeneland experience.