Mozambican cellular operator, Mcel, needed to transform a fragmented brand into a streamlined, fresh and inspirational one that would radiate energy and sophistication. With a new competitor in the market, a clear differentiation and unique corporate identity were essential.
HKLM harmonised the African economic context with the vibrancy of mcel's world-class products and services by gaining insight into Mozambique's various cultures, languages, buying habits and influences. A monolithic brand architecture was developed, with a colour palette and smile icon that reflected Mcel's proudly Mozambican heritage. The fun loving spirit of Brazil was introduced to capture the strong South American aspirations in the country.
HKLM was also appointed to redesign and develop the interiors and exteriors of its retail stores across the country. HKLM developed a stratified store design that could be adapted for any store size, while remaining a perfect reflection of the Mcel brand.