Quaker City Mercantile is an independent advertising agency and distiller specializing in strategy, marketing, design, and branding for the alcohol industry.
The agency used a marketing strategy inspired by Grasse's belief that successful brands built passion and excitement by promoting their content and creating a sense of identity based around it, rather than pushing a product.
[6] After developing a series of controversial advertisements featuring Charles Manson for a Philadelphia clothing store called Zipperhead, the company was dropped by several clients such as Comcast.
[9] The company moved its headquarters to Washington Square West, Philadelphia into a building owned by Tony Goldman, who was attempting to gentrify the neighborhood.
Gyro Worldwide later collaborated with James McManahan to help rebrand the neighborhood, coining the term "Midtown Village" for the area.