REBRANDING

THE BRIEF & SOLUTION

In 2004, I carried out a complete rebranding of Monix, a perfume brand with roots dating back to 1938 (you can see the previous rebranding here).

Fast forward to 2023, 19 years later, when I received a call from Monix – or rather, from the “new Monix.” The brand had changed hands, and the new owners were eager to revitalise it with a fresh visual identity.

Once again, they entrusted me with this task, charged with preserving Monix’s legacy over time and, at the same time, presenting it with a modern face. Their vision was clear: To demonstrate to the audience that Monix remained at the forefront of perfumery, offering the same fragrances and quality as ever.

My proposal centred on designing a comprehensive visual identity system. This system comprises a primary logo and two secondary logos for Monix. Additionally, I introduced a distinct logo to recognise those fragrances that had been a part of Monix’s product catalogue since its inception. For this purpose, I designed an emblematic logo called “Fragrances with History.” To further differentiate, I incorporated the text “Vintage Collection” to identify two perfumes that had maintained their original label designs throughout the years.

Preserving the essence of the original Monix logo, inspired by the Bauhaus movement, was paramount. This logo had defied the test of time, its fusion of modernity and tradition remaining as relevant as ever, even after nearly two decades. I further refined the typography, enhancing its geometric elements, and shifted the black square with the wordmark off-centre to infuse a modern twist into its appearance.

This approach ensured that Monix continued to represent a brand that seamlessly merged the classical with the contemporary, a timeless emblem of excellence in perfumery.

I also created a series of 6 fragrance family identifiers for the fragrances, with the idea of teaching consumers about the culture of fragrances and perfumery.

I worked on the visual language with an industrial style which evokes the process of perfume making, highlighting the creation of the perfume with years of tradition, care and quality.