A neighbour friendly smile.
M&K is a brand owned by Makro Brasil that targets customers in small retail stores. This type of proximity stores is typically visited by people looking for good and affordable products. The challenge was to do a rebranding that embraces this proximity relationship with customers, that transmits a first price feeling and that still has a strong and fun presence.
Brazilians are happy people. The concept started from evolving the previous logo to an idea of relationship and friendliness. The face of a friendly neighbour was the concept created to lead the evolution of the brand. Made out of the three letters of the name M&K the logo embodies this friendly character.
The packaging identity is obvious and simple. The solution is inspired by the shape of the redesigned logo, an organic rounded white shape form. As there is no two equal faces. This organic shape adapts to each packaging or label format and gives the brand a consistent identity across all ranges.
Each product has a strong and vivid color to call for attention on shelf but also to transmit the idea of a first price choice. Typography is big and bold for an easy reading. In result, M&K is now a friendly brand offering value for money.
Vertex Bronze Award Winner 2017
