Mecca品牌标识与推广活动
Generations of iconic branding for Australia’s beauty innovators
(EN) Following years of expansion with multiple tiers of beauty retail experience, a new Mecca identity brings together the brand with an evolved, robust logotype and expressive calligraphic script.
(EN) Photography by Georges Antoni
(EN) Photography: Anna Pogossova
Now in its third decade, innovative retailer Mecca has evolved into Australia’s pre-eminent in-store and online beauty destination. From identity and graphic language to product and packaging design, art direction and campaign development to signage and store environments, Studio Ongarato continues to shape the way Mecca is experienced at every touchpoint. Crafted to interconnect yet hold distinct appeal to its constituent markets, its brand hierarchy originates from ‘a world of beauty’. With the flagship Mecca Cosmetica stores and their signature product line, that core idea translates into a spiralling, poetic sound-wave: the voice of Mecca. Coupled with other key graphic elements, the result is a modern identity that expresses understated luxury across multiple applications. The millennial-targeted Mecca Maxima stores and signature Mecca Max product line demanded a bolder approach: kinetic pairs of ‘M’s, pop colours, spiral lines and moirés embodying the quality and expertise of Mecca to a new, younger audience. The studio also art-directed the Mecca Max launch campaign, personifying the Mecca Max brand and attitude. Successful in leveraging Mecca’s holistic approach to design and marketing, this standalone product line was much hyped prior to launch and rapidly achieved cult status thereafter.
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项目范围
品牌形象
广告宣传
艺术方向
环境视觉设计
库存内标识
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项目合作伙伴
产品摄影：Anna Pogossova
宣传活动摄影： Duncan Killick
造型师：Emma Kalfus
头发造型：Mich Mcquillan
化妆 ： Victoria Baron
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(EN) Awards
(EN) 2023 AGDA Awards, Distinction, Mecca, Brand & Identity
(EN) 2018 AGDA Awards, Distinction, Mecca Max, Packaging