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.
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.
AWARDS : Gold WPPed cream award 2015 Silver TRANSFORM award 2015 / best visual identity for retail Silver ROI award 2015