Cult-classic branding and packaging for Australia’s beauty innovators

Temporary hoarding for a new mecca maxima store in melbourne cbd

Photography: Anna Pogossova

The facade of a Mecca Cosmetica store

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.

  • Project Scope

    Brand identity


    Art Direction

    Environmental graphics

    Instore signage

  • 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

  • Awards

    2018 AGDA Distinction Awards, Mecca Max, Packaging