Mabrouk is a Tunisian ‘ready-to-wear’ brand for women, men and children which designs and distributes a wide range of collections commercialised under different labels. With a surface of 340 m square, Mabrouk’s network has 15 boutiques, of which 9 are situated in greater Tunis and 6 in the countries principal cities. Mabrouk asked WIPdesign to rethink their visual identity and their retail space.
The desire of the brand to embrace the complexity of Tunisian womens identity (an interesting mix of Mediterranean, Tunisian, Maghrebian and Berber) was one of the cornerstones of the logo and visual identity created by WIP. Drawing on the rich patterns and textures of this combined heritage and coupled with contemporary layout, the logo captures the spirit of change within the brand as well as the customer.
The logo and visual identity allowed the company to confidently present and communicate its shift from distribution to creation, to accurately express its particular Tunisian flavour and position itself as a strong local contender against European brands.