MEVOLUTION
MEVOLUTION
Everyday heroes for rain or shine
Everyday heroes for rain or shine
What started during the pandemic as a response to changing consumer behaviors has grown into one of Axfood’s most successful private label brands. Mevolution was designed as a flexible personal care system with a simple ambition – to make everyday routines feel a little more fun.
What started during the pandemic as a response to changing consumer behaviors has grown into one of Axfood’s most successful private label brands. Mevolution was designed as a flexible personal care system with a simple ambition – to make everyday routines feel a little more fun.
The identity brought a playful and expressive perspective to functional products through colorful graphics and a personality-driven tone of voice, while remaining clear and accessible across retail environments.
The identity brought a playful and expressive perspective to functional products through colorful graphics and a personality-driven tone of voice, while remaining clear and accessible across retail environments.
A shared set of visual building blocks creates a common thread across categories, moods and routines.
A shared set of visual building blocks creates a common thread across categories, moods and routines.
Different needs, multiple expressions
Different needs, multiple expressions
The visual system was designed to shift between technical, performance-driven categories and more sensory product experiences. Some ranges emphasized clarity and structure, while others leaned into a freer and more expressive visual language.
The visual system was designed to shift between technical, performance-driven categories and more sensory product experiences. Some ranges emphasized clarity and structure, while others leaned into a freer and more expressive visual language.
Hundreds of products, endless personalities on the shelf
Hundreds of products, endless personalities on the shelf
From campaigns and activations to store communication, the brand expression was designed to stand out in everyday retail. The colorful graphic patterns and playful communication created strong visibility while supporting a clear and intuitive shopping experience.
From campaigns and activations to store communication, the brand expression was designed to stand out in everyday retail. The colorful graphic patterns and playful communication created strong visibility while supporting a clear and intuitive shopping experience.
Today, Mevolution spans around one hundred products across multiple categories, with continued growth across everyday retail. The flexible system helps maintain a clear and cohesive brand experience across packaging, communication and an ever-expanding product range, while contributing to strong internal engagement around the brand.
Today, Mevolution spans around one hundred products across multiple categories, with continued growth across everyday retail. The flexible system helps maintain a clear and cohesive brand experience across packaging, communication and an ever-expanding product range, while contributing to strong internal engagement around the brand.
DELIVERABLES
Brand platform
Brand identity
Design strategy
Packaging design
In-store communication
Brand activation
Advertising
Illustration
DELIVERABLES
Brand platform
Brand identity
Design strategy
Packaging design
In-store communication
Brand activation
Advertising
Illustration
AWARDS
Pentawards silver
COLLABORATORS
Photography
Joakim Reimer
Pia Eklund
Design strategist
Helena Stendahl Hägg
Copywriter
Karolina Sjöholm
AWARDS
Pentawards silver
COLLABORATORS
Photography
Joakim Reimer
Pia Eklund
Design strategist
Helena Stendahl Hägg
Copywriter
Karolina Sjöholm
STUDIO LOCATION
Skeppsbron 38
111 30 Stockholm, Sweden
NEW CLIENTS
CREATIVE COLLABORATIONS
STUDIO LOCATION
Skeppsbron 38
111 30 Stockholm, Sweden
NEW CLIENTS
CREATIVE COLLABORATIONS
STUDIO LOCATION
Skeppsbron 38
111 30 Stockholm, Sweden
NEW CLIENTS
CREATIVE COLLABORATIONS