mcel

Idea shaped
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.

Idea processed
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