MECCA
Generations of iconic branding for Australia’s beauty innovators
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.
Photography by Georges Antoni
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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Project Scope
Brand Identity
Campaign
Art Direction
Environmental Graphics
Instore Signage
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Project Collaborators
Mecca Max Product Photography: Anna Pogossova
Mecca Max Campaign Photography: Duncan Killick
Mecca Max Stylist: Emma Kalfus
Mecca Max Hair: Mich Mcquillan
Mecca Max MU: Victoria Baron
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Awards
2023 AGDA Awards, Distinction, Mecca, Brand & Identity
2018 AGDA Awards, Distinction, Mecca Max, Packaging