More than a rebrand; it’s a mission For Mercy
The challenge:
Mercy Hospice has been part of the fabric of Auckland for years, serving as a comforting presence for those facing life-limiting illnesses. Their work, which helps more than 400 Aucklanders and their whānau on any given day, is sustained in part by their retail opshops—a lifeline of financial support that turns secondhand finds into first-class care. But with the secondhand retail landscape evolving quickly, Mercy’s op-shops needed a refresh to keep pace and stand out in a crowded market.
Brand strategy:
The ambition was clear: transform Mercy stores into more than just an op-shop—they needed to be a destination in their own right. A place that celebrates past and present, old and young, classic and contemporary. A place that is welcoming, energetic and celebrates individuality.
We began by listening. We engaged the op-shopping community to understand how people perceive Mercy Hospice op-shops and what op-shoppers—those within the Mercy community and those new to it—value. We connected with staff and volunteers across all Mercy stores, learning from their experiences. They shared what makes Mercy op-shops special, ensuring that the refreshed brand honours this essence, while looking ahead. To broaden our perspective, we also looked to the op-shopping landscapes offshore, drawing insights from Australia, the US, and the UK. This research informed a number of strategic learnings that underpin our new retail-specific identity, a thoughtfully crafted brand story, and a tone of voice to match.
In particular, we knew our refreshed brand needed to blend modernity with nostalgia— celebrating connection and community.
Design expression and execution:
Introducing For Mercy. More than a rebrand—it’s an invitation. Every action you take in these stores, whether shopping, donating, or volunteering, directly helps sustain Mercy’s vital work.
This idea of giving sits at the heart of the new brand. We learnt that there is a real connection to, and community within, Mercy Hospice. People who shop, donate and volunteer have often had experiences with the hospice and want to gift their time, service and money as a way of saying thank you. Everything customers do, is simply put, for Mercy. This informed the brand being crafted to feel like a “gift” itself—a concept reflected in everything from its language to visuals, reinforcing that each contribution supports the care Mercy provides.
To welcome a diverse range of op-shoppers, we updated the tone of voice to be warm and lively, and full of gratitude. The language is inclusive, inviting everyone to feel like they’re part of the Mercy community, while also reminding them of the impact their support has on Mercy’s mission.
The logo font was chosen for its warmth and approachable feel, echoing Mercy’s nurturing character. It’s our nod to nostalgia. The “M” is versatile, becoming a visual element that’s used in creative ways across various materials, from signage to packaging. Sitting alongside the “For Mercy”, we’ve developed a list of action words like “rummage,” “scour,” and “hunt” to swap in for “shop,” adding a touch playfulness. Our bag embodies the “gift” idea—something for gathering treasures from the stores, symbolising each purchase’s contribution to Mercy’s work.
When it came to colour, we wanted something that made a statement. The bold For Mercy tangerine evokes a sense of nostalgia while positioning the brand as one that’s unafraid to stand out.
We created illustrations inspired by items commonly found in the shops, based on conversations with store staff. These reflect the actual treasures customers might find, and are used in store across signage and wayfinding, as well as on social channels to highlight key items available in stores.
Summary
The project equips For Mercy stores to stand out and thrive in a competitive second-hand market, ensuring they continue to support the vital work of Mercy Hospice that is so needed.
