Made By The People

Stationery for a new generation. 
To win in the homogenized stationery market, M&G leveraged the rise of individualism among the Chinese millenials -
hungry for self expression. It encouraged them to discover and express themselves.

The solution: instead of creating a retail experience for the people, M&G created its experience with the people. We held multiple workshops with members of target groups to co-create a fun, agile brand that lets consumers be a part of the action. Fingerprint became the core of M&G’s identity. M&G’s new design system features illustrations made by M&G customers, marked with their own signatures.

The result: a store experience truly designed for the people by the people. Co-creators made their mark. Literally.​​​​​​​