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.
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.
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.
