The core of Moj&Mel’s strategic identity is about being mysterious and secretive. Thus, for responding to this desire, we employed both dark colors and shadowy visual spaces. The logo is designed as a fox without any details in its face to make it more suspicious. The angles are moderate ones, neither too sharp nor too soft, to avoid paying attention to details. Moreover, this project successfully paved the tough way of matching Persian script with English one to represent the same identity. because their internal strategy is: Worldwide Experience, Persian Passion. So, we were expected that make the English Logotype similar to the Persian logotype, which is hard to do so for designing.

Although they asked us to design the new identity most likely the color Yellow, and be avoid the black color. However the result of Yellow was no magician, so we designed the identity by mostly black more than 95% of space. When they encountered our black and dark solution and they were completely convinced that black color undoubtedly represents their strategy.

Mel&Moj is one of the main players in our country’s fashion industry. In the branding strategy documents of Mel&Moj, its brand image must regenerate a magician archetype. Following that, we define a new tagline for them in order to carve out a mysterious verbal identity for Mel&Moj by which the audience be able to feel their strategies: We Believe in Magic…