Mansur Gavriel is a luxury accessories brand creating modern pieces that are the embodiment of high-quality materials and artisanal practices. The new identity is an evolution of the colourful, artistic and nature-rich brand, fuelled by a primary colour palette, expressive painterly touches and a dynamic graphic system able to evolve and adapt for different applications. The reworked logo and new MG monogram were created as a series of iterations to work across the brand’s many touch points – product, digital, social, and print campaigns. We commissioned Canadian artist Allison Katz to create a hand-drawn secondary logo, as well as an ornate orange tree crest, a special symbol for the brand since its inception. The ambition for the project was to establish a bold new direction for Mansur Gavriel, transitioning from its previous ‘millennial pink’ identity and more toward the artistic and elevated vision of its founders.