The Happiness In Transcendence ↦ Monona Branding

“Who’s your beauty standard in person?”

“ME”

The Happiness in Transcendence

Branding \ Monona —2015

Monona, a fashion brand, creates a curated style of high quality and versatile pieces that answer every practical need. Monona as a fresh fashion brand in the market aims to have an identity that is not only representative of its character but is also flexible for any transient personalization. From this starting point, we created Monona brand identity by combining the idea of time and meaning—capped by the brand’s belief ‘Mono No Aware’ as its fleeting stepping stone.

Brand Workshop Summary

Monona is inspired by a Japanese concept of Mono No Aware, a concept which interestingly aligns with the very nature of fashion: always comes and goes, never settling down. Still—the promise of Monona is actually the opposite of mono no aware. A long-lasting, reliable quality on the lowest maintenance.

The Transcendent

Wear

The Brand Story

Monona will be the lasting curated pieces of fashion amidst reoccurring fashion trends that only stay for a moment. Doesn’t matter how many times they come and go around you, your Monona pieces will remain, as good as you first wore.

The Brand Identity

Utilizing its keywords: Momentary—Reoccurring—Lasting—High-Quality, we create a logotype to visualize this concept.

As ‘O’ is the symbol of time-bound in logotype MONONA, in the context of mono no aware, the understanding of impermanent reality is always rewarded by a meaningful contentedness, gentle thoughts, ‘thank you for coming in my life’. It appreciates what comes with ‘hi’ melancholically, knowing there will be time to say goodbye.

Therefore, we turn the ‘O’ into two writable text clouts, where you can write anything, from calligraphy to emoji—your own personalization.

Logo Implementation