Brand Identity
In the world of Mango, PR stands for Passionate Relationships — between Mango and their clients, but also between consumers and brands. We discovered that the most valuable asset they had to express Passionate Relationships, was their own people.
Packed with bags of energy, creativity and exuberance, they were already forging passionate relationships — all we had to do was show their true colours to the world.
We showed their true colours to the world in two ways. The first was to develop a tone of voice called Mangolian and put it on everything.
The second was to create two typefaces to carry Mangolian — 'Suit' and 'Loud'. These were hand cut from paper specially for Mango.
Cut ‘n’ paste was deemed appropriate to an industry rife with press clippings. For this reason, we also sliced up the logo, just like how people slice up Mangos.
Mangolian became more that a tone of voice. It became an attitude, a mantra and even started to inform business decisions. It stands for the idea of getting paid for who you are rather than ‘having a job,’ and has been thoroughly embraced by all employees — all proud to say, “I’m a Mango.”