Founded in 2015, Mkeke has supported iPhone fans for the past seven years. Being the top seller for phone cases on ecommerce platforms such as Amazon and Tiktok, they are now interested to explore the creative possibilities and define their unique identity as a brand.

To gain understanding of the business, I worked closely with the executive members of MKEKE, aiming to understand their goals, values and ideal brand personality. Additionally, with the help of their internal and external marketing and user research teams, I have developed a clearer idea of who the targeted audiences are.

The initial proposal of this project includes three main building blocks of VI foundations: Color Palette, Typography and Logo, each were presented in various forms.

Once both the colour palette and Typography has been finalised, we moved on to the design solution of the logos. 15 logo options were presented throughout three stages. As the concept develops, we were able to focus on three key words: "Warmth, Creative and Experimental". The final logo was designed to best represent these characteristics and consequently, represent Mkeke as a brand.

This logo is constructed in an abstract form which can be perceived as a seagull, or a piece of cloud, or waves of the ocean — the viewer is the creator. 

This design originates from elements of nature to symbolise peace, freedom and dreams, corresponding to the brand's core characteristics of being warm, creative, and experimental. The overall shape combines the streamlined elements of contemporary architecture and futuristic technological products, presented in an open and symmetrical structure, with the softness of curves and the rigidity of sharpened corners.

The end result was presented in pdf as a branding guidelines file, which shows clear instructions on how the creative teams can work collaboratively within the wireframe of the new brand identity. This sets the business apart from the endless sea of competitors and accurately portray who they are to their customers.

To ensure the consistency of their branding image. A fresh design of the official website is also something we are looking to build together. Here is a sneak peak into the website design, will update again when it is finalised.