Mondaine

With almost 60 years of experience, Mondaine is one of the best-known watch brands in Brazil. As creative director of the then Pro Brasil Propaganda, our objective was to propose a brand expansion, that is, to associate the well-known watch brand with a mix of fashion products: such as bags, glasses and other accessories.

Visual identity

My Work:

Based on research, we created a new brand strategy in order to make Mondaine a more suitable and receptive brand for a new target audience. We changed the language and tone of campaigns so that their products interact with people’s daily lives according to their lifestyles.

Researches
We raised perceptions about the Mondaine brand and everything it represented for people. Based on these reports, we discovered a huge niche where we could leverage the old watch brand and make this new brand a big hit in a completely new market.
Pillars, Positioning and Value Proposition
We start from the premise of building a young and modern brand, which sets a paradigm shift with the previous model. The goal was to focus on originality to rebuild its positioning: A dynamic brand that directly associates its products with people.
Brand logo and language
With the direction in hand, I created the new logo and together with the team of the then Pro Brasil Propaganda, the new identity, advertising campaigns, materials for the point of sale, etc.