Adsarchive » Design & Branding » MONDAINE » FEEL EACH MOMENT


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Industry Accessories, Bags, Leather, Watches & Eyewear, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Art Director Rogerio Castro, Frederico Gontijo
Copywriter Alexandre Level, Alexandre Santos, Aline Chamon, Liliane Felicio
Producer Diogo Diegues, Marcia Cancado
Photographer Marcio Rodrigues, Marcos Mendes
Illustrator Flaviano Souza, Victor Monticelli
Released October 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: MONDAINE
Product/Service: WATCHES
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: PDV DESIGN, Belo Horizonte, BRAZIL
Chief Creative Officer: Julio Alves (PDV Design)
Account Director: Euler Brandao (PDV Design)
Account Manager: Mariane Medeiros (PDV Design)
Copywriter: Alexandre Level (PDV Design)
Copywriter: Alexandre Santos (Pro Brasil Propaganda)
Copywriter: Aline Chamon (Pro Brasil Propaganda)
Copywriter: Liliane Felicio (Pro Brasil Propaganda)
Art Director: Rogerio Castro (Pro Brasil Propaganda)
Art Director: Frederico Gontijo (Pro Brasil Propaganda)
Art Director: Flaviano Souza (PDV Design)
Art Director: Victor Monticelli (Pro Brasil Propaganda)
Illustrator: Victor Monticelli (Pro Brasil Propaganda)
Illustrator: Flaviano Souza (PDV Design)
Media Planner: Claudia Cordeiro (Pro Brasil Propaganda)
Producer: Diogo Diegues (Pro Brasil Propaganda)
Producer: Marcia Cancado (Pro Brasil Propaganda)
Eletronic Producer: Juliana Olimpio (Pro Brasil Propaganda)
Production Company: Alexandre Fachin (Casa Na Arvore)
Photographer: Marcio Rodrigues (Lumini Fotografia)
Photographer: Marcos Mendes (Lumini Fotografia)
Media placement: Butterflies Catalog - Resellers - 22 March 2010
Media placement: Woman Catalog - Resellers - 22 March 2010
Media placement: Mothers Day Poster - Shops Around The Country - Brazil - 19 April 2010

Describe the challenges and key objectives
The logo was devised considering the versatility of wear, allowing transformation and new experiments. The brand flexibility was found based on the modern woman, who can multi-task without losing her essence. In this context, the typography used adds personality and identity to the logo. The font, easily legible, is supported by straight bases and rounded extremities, suggesting modernity, dynamism and lightness. Red, the standard color, represents the harmony and sensitivity of a woman’s universe, also suggesting the institutional force and the company credibility. On the whole, the elements get together to complete and translate the power of the brand concept.

Describe the brief from the client
The briefing was a challenge: promote a radical change in the brand. The company’s focus, and consequently, of the product, had changed to low-income women. It was then necessary to build a new image for the brand, together with a fresh concept, graphic line, logo and sale points. The first step was to identify the best way to connect Mondaine to the feminine universe. It was important to be present in every moment of a woman’s life, so we agreed on the slogan 'Feel each moment'.

Describe how you arrived at the final design
The new logo came with endless possibilities that rouse sensations, memories and desire. Mondaine is present in relaxed moments and in the arrival of a new season, showing that each moment, no matter how simple, can be special and unique. It all happened in phases, starting by communication with the staff and trade. The new Mondaine launching campaign was developed aiming at showing the new moment of the brand and involve this audience, which is the main advertiser. Another great challenge was to create visibility to the brand in different markets and with a limited budget. Therefore, an efficient media strategy was fundamental to reach these goals.

Give some indication of how successful the outcome was in the market
In a few months, the universe of Mondaine was remodeled in its different points of contact with consumers. The alignment was applied in new mass campaigns, in the watch retailers, on the web and all forms of communication with the public. The results couldn’t be better. The new identity had a quick response from the staff and trade, as well as their empathy in the different applications. Now the second phase starts focusing on mass campaigns for the consumer.