M E C O
CONTENT
OUR HOME OUR HEART How it began (3) About MECO (5) Who is Meco? (7) Who buy our products? (9)
OUR COMPANY Meco and Friends (13) Meco Production (15) Meco Store (17) Meco Website (19)
MECO IN LOVE
MECO Packaging (51)
Love more Love (23)
Our Labelling System (55)
It is Your Time (25)
Our Store’s Concept (59)
Three Days with MECO (27)
MECO’s House (61)
OUR BRAND
MECO Website Design (65)
MECO Logo (31)
Social Network (69)
MECO Brandmark (33)
Our Advertising and Promotion(73)
Window and VM Design (63)
Logotype (35) MECO Signature Icon (37)
OUR PRODUCTS
Typeface (39)
MECO Products (79)
MECO Main Color System (41)
Materials (81)
MECO Supporting Color System (43)
Our Signnature Fabric (83)
MECO in International Business (45)
Topical collection vs Seasonal Collection (85)
“LOVING AND CARING WITH A SINCERE HEART”
OUR HOME OUR HEART
HOW IT BEGAN “They are little adults, aren’t they? Can we dress them as little adults?” That is what most people think about kids. Though everyone has ever been baby and kids, many people assumed that kids are little adults. However, the fact is not. They are still soft and smooth. In their young age, their skin and body are still growing and very sensitive. Their body is not stable while they love to play around. That is why, they need a special protection for their skin and clothes that is more than comfortable.
AND HERE MECO BEGAN.
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ABOUT MECO “LOVING AND CARING WITH A SINCERE HEART” Love is the main ingredients of our brand. From the very first day, MECO was created with love for baby and kids. With its love for kids, MECO is well known for its high-quality products that care about kids’ skin and body that is still sensitive. MECO care about how dynamic kids is and how they love to move and play that is shown with MECO’s range of products that have simple cutting. Well known with its program called “Love More love”, MECO’s Love is not only for kids who can buy our products. MECO also care babies and kids who cannot have proper clothes to cover their small body and growing skin.
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WHO IS MECO? It is originally born in 1999 when a teddy bear was named Meco. It is owned by the founder of the brand.
“MECO is my friend. MECO means LOVE. This brand was built for love and I feel that the word MECO is the best word to describe it. I want kids can feel the love that I feel from MECO.” - Gabriela Jessica
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WHO BUYS OUR PRODUCT MECO provides clothing for baby and kids age 0-12 years old. Well known for its quality, MECO’s products are suitable for mom who really care about their children’s clothing quality to protect their children’s skin and body. Besides, with its safe, simple, and comfortable cutting design, MECO good for active baby and kids that like to play and move around but their parents are busy and cannot watch them every time. It is because MECO products guaranteed made of safe materials. Base on the price and quality of the product, MECO is suitable for kids whose parents who are in a stable financial condition. However, not only that, MECO more aims to parents who like to share and care with others from the value that they give.
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OUR COMPANY
MECO AND FRIENDS
we welcome all baby and kids lovers
MECO was built by Gabriela Jessica. She began the brand with four friends in a small house to fight for their love for kids. After doing well with their small first store with all their love for kids, many people in related industry especially kids’ lover interest to join our team that make the brand grow bigger and bigger. We welcome everyone to become our team . We believe that everyone can if they want to learn. Just one criteria, Love kids :)
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MECO PRODUCTION Surabaya, Indonesia
Well known for our high-quality clothing, we really care about how our products are made. From the designing process, textile development and tailoring process all are done in Surabaya, Indonesia Sterilization for all the products always be done before the products distribute and sold. We are a love brand, it is not only love for kids. Production is important for us. That is why we also love our workers. People who can enter our production always kids’ lover and we love fellow kids lovers.
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MECO STORE
Nowadays, many new brands are more in to e-commerce. However, MECO focus on offline basis market (physical store). We want to keep in touch, meet and interact directly with our market. E-commerce has grown, but we do not want to give a virtual love. in 2015, we open MECO’s house in Surabaya, Indonesia and until now, we already have 5 stores in Asia (3 in Indonesia, 1 in Singapore, and 1 in China)
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MECO WEBSITE
Though it is not the focus of the brand, MECO also has e-commerce activity. This aims to reach and share love to more kids that have not been able to reach through offline store.
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MECO IN LOVE LOVE MORE LOVE
LOVE MORE LOVE
Clothes are primary needs. We need clothes to cover our body. How about kids? Should they cover their body too? Many people assumed that baby and kids are still young. It is okay for them to not cover their body because they will not be shy. This often happened in less fortunate family who cannot afford a proper clothing for their children. We absolutely cannot think like that. Kids need to cover their body. They are small and still have sensitive body. Then How about them? Some of kids is not lucky until their parents cannot buy proper clothes to protect their body. Here MECO cares and wants to share with them.
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IT IS YOUR TIME 3 MONTHS
BIBLO DRESS Long sleeved dress White-orange G-MLD-0025106
SGD 75.00 You give SGD 12.50 love
LOVE MORE LOVE Help more + SGD 12.50 + SGD 25.00
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As a love brand, instead of only share and love by ourselves, MECO invite and give opportunity to our costumer to join our love for those less fortunate kids by giving more value to the clothes that they buy. We do not force to give more. You buy our product means you already get and share love. It is because half of the profit from every product that you buy will be used for our love more love programme. However, MECO also give opportunity to our customer to help more by giving more through our LOVE MORE LOVE value.
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THREE DAYS WITH MECO “LOVE MORE LOVE VISIT”
LOVE MORE LOVE Visit will be held four times a year or every three months. MECO will visit a village or a community where kids are less fortunate. Will be held for three days, we will distribute proper clothing and also there will be many activity such as games, some workshop and any other activity that is adjusted base on the village itself. The visit will be funded using half of the profit that MECO have and the love more love value from MECO’s customer. Here we can share more love to kids.
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OUR BRAND
MECO LOGO 1/10 x
1/10 x
x
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With combination of typo and brandmark, MECO’s logo should only be used in the colorways pictured here. It must have spaces around the logo that is tenth of the width of the logo. All the element cannot be deleted including the small detail.
x
v
One color version - created for simple
3d One tone version
layout or print Can be orange or black.
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MECO BRANDMARK 1/10 x
1/10 x
x
There is possibility to only use the brandmark. The frame rule is the same which is one tenth of the width around the icon.
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x Our brandmark is exclusive, cannot be placed
v
on complicated background.
The used of shadow also possible. However, the fundamental thing that cannot be changed is the shape. The M shape at the head must be there and cannot be
x
v
modified.
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LOGOTYPE 1/10 x
MECO
1/10 x
x
Logotype also can be use alone.The rule of frame with addition of one tent of the width around also must be used. Logotype usually used to represent the brand but want to make the layour become simpler then using the brandmark.
MECO v
x 35
When it is used alone, the logotype cannot be wrape curve, it must be straight
MECO MECO MECO MECO MECO MECO MECO MECO MECO MECO MECO MECO
v
x
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MECO SIGNATURE ICON
meco the kind heart bear
Our signature icon, MECO bear is extracted exactly from the brandmark at the logo.The color is orange and cannot be changed. He is playful, friendly and lovely. He really loves and cares about kids and always potrayed as a happy bear with a warm big smile. His unique shape is about his hair shape on the top of the head which is shaped like M and heart shape.
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OUR TYPEFACE BUBBLEGUM
MECO
Used for our logotype. Bubblegum are used with 115% horizontal scale to achieve a more bubble and curvier shape
BUBBLEBODY NEAU TRIAL Available in five type weight, MECO used Bubblebody neau trial regular as the body text of the brand and also the Bubblebody neau trial bold as the head and subhead of the brand.
BOLD REGULAR COMIC SANS MS As Bubblebody Neau Trial not provides number, MECO used Comic Sans Ms as our number typeface 1 2 3 4 5 6 7 8 9 0
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COMIC SANS MS
BUBBLEGUM BUBBLEBODY NEAU TRIAL
MECO ABCDEF GHIJKLM NOPQRST UVWXYZ abcdefghijk lmnopqrst uvqxyz 12 3 4567890
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MECO BRAND COLOR SYSTEM
MECO have four main brand color that is represent in every brand element. Color range for MECO grey and MECO orange color also available and can be used though it is not the main colors. MECO orange is choosen as the main color of the brand that is also taken from illustrated how MECO want to give a warm feeling for kids.
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MECO White #FFFFFF C: 0% M: 0% Y: 0% K: 0% R: 255 G: 255 B: 255
MECO Orange #F26222 C: 0% M: 76% Y: 100% K: 0% R: 242 G: 98 B: 34
MECO Grey #E3E1E1 C: 7% M: 6% Y: 6% K: 3% R: 227 G: 225 B: 225
MECO BLACK#000000 C: 75% M: 68% Y: 67% K: 90% R: 042 G: 0 B: 0
MECO SUPPORTING COLOR SYSTEM
As a supporting color system, MECO yellow and MECO brown are rarely used for the our brand color. It is usually used for supporting color only to make the visual not so boring.
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MECO Yellow #FCF1C6 C: 1% M: 3% Y: 26% K: 0% R: 252 G: 241 B: 198 MECO Brown #542D20 C: 43% M: 74% Y: 79% K:57% R: 84 G: 45 B: 32
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MECO IN INTERNATIONAL BUSINESS
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BUSINESS CARD
DIMENSION Lenght
2‘‘
Widht
3.5 ‘‘
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LETTER HEAD
DIMENSION
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Lenght
11.69‘‘
Widht
8.27 ‘‘
ENVELOPE
DIMENSION Lenght
4‘‘
Widht
9‘‘
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NOTEBOOK
DIMENSION
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Lenght
8‘‘
Widht
6‘‘
BUSINESS FILE
DIMENSION Lenght
12‘‘
Widht
9‘‘ 50
MECO PACKAGING
Packaging is one of important element for MECO as it is used for protect our product. To represent our brand well, MECO’s pacakagings are dominated with Meco white and Meco orange colo As we have offline and online store, MECO create different set of shopping bag adjusted to the type of the store.
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MECO STORE East to carry Strong Can fit many things
ONLINE STORE Strong Safe Can fit many things
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PACKAGING DETAIL
MECO SHOPPING BAG OFFLINE & ONLINE STORE
MECO GIVE BOX and CUSTOMISED SET BOX
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MECO CLOTHES
MECO SWADDLE AND
(Dress, Top, Bottom, Bodysuit)
BLANKET
MECO HAT
MECO BIB AND HANKERCHIEF
MECO MITTENS AND SOCKS (Single and set)
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OUR LABELLING SYSTEM
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THE LABEL 6 cm
2 cm
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PRICE TAG
3 MONTHS
BIBLO DRESS
6 cm
10 cm
SGD 75.00 LOVE MORE LOVE “LOVING and CARING with a SINCERE Heart” mecolove.com
5 cm 3 cm
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Tag is important part of 3 MONTHS
our brand especially to
BIBLO DRESS
communicate
Long sleeved dress White-orange G-MLD-0025106
the
LOVE
MORE LOVE value of our product. All of our product will use the same template and will be sticked a label that contain detail that is
SGD 75.00 You give SGD 12.50 love
adjusted according to each product’s detail and price. QR code system are used. Customer can scan the QR
LOVE MORE LOVE Help more + SGD 12.50 + SGD 25.00
code to see more about product’s detail and also the Love more love value detail of the product
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OUR STORE’S CONCEPT
By adapting the home design, MECO people woh come to our store can feel home This concept is used because we understand how kids love to play in a place that they feel like home. Wooden interior are domanantly used with soft pastel color that is represent the range color of the products.
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MECO’s store Tunjungan Plaza Surabaya, Indonesia
MECO’S HOUSE ‘‘My house is always open for you”
In 2015, Meco’s house was build in Surabaya, Indonesia. Basically, it is divided into three rooms. The first room is for the new collection. The second room which is the biggest is for the kids area and the last room is for baby. The interior are dominated with wooden furniture with clean pastel colot paint that give homey feeling for the costumer. Playing area are located at the first room and the second room that is provided for kids to play.
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WINDOW VM DESIGN
By adapting the concept of house, MECO’s exterior is designed like a house. MECO’s windows visual merchandising is simple and clean. We display our recently launched new product. Beside, we also put MECO the kind heart bear as our brand face on the window vm.
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OUR WEBSITE DESIGN
How is our website? As Meco is a love brand, our website is designer with a lovely and homey for the people who open it. With simple and easy to use design, Meco want people who open our website feel comfortable and not confuse.
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What are inside?
OUR LOVE STORY About us . Our Product’s quality . Love more Love . Our store . Our online store
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What is it for? The main purpose of our website is to share our love story. Besides, our website also used to communicate with our customer. As our secondary market, our website also used for e-commerce activity.
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SOCIAL NETWORK
@meco_lovekids
Social media is one of our tools to keep in touch with our customer. We love and care about our customer and this is the best place to communicate our love to them everyday.
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How our social media look like? Our social media was designed to represent our brand identity which is simple and also prioritize the quality of every post. It is commercial and aspiratinoal at the same time as we share our promotion and also our programme and useful article. It is also open that is shown from our behind the scene post and also from our will to receive public comment and suggestion
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What we post? Promotion and advertisement . Testimony . Love more love , Useful article for the customer . Behind the scene of our making process
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What we share? We share our love journey . It is not only for ourselves. Not only share our love journey, we also invite people to join our love journey from our post.
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OUR ADVERTISING & PROMOTION
How we promote? Social media is our widest advertising and promotion media. Besides we also use offline media such as flyer, billboard and banner to approach walker and driver. Campaign is made to promote our product. We usually share our photo campaign in social media or banner. CLEAN AND SIMPLE The design of our promotion and advertisment are always simple and clean with the domination of MECO orange and MECO white color. By making it clear and short, we want our promotion and advertisement can be easy to read and see.
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What we promote? We promote our product. Every season, MECO always launch new product and we always promote it through campaign that
we
share
by
banner,
billboard or social media. As the most famous programme that we have, MECO also promote our Love more love programme. We invite everybody to join our love journey to provides proper clothing and other love for those unfortunate baby and kids.
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OUR PRODUCTS
MECO PRODUCTS
MECO huge
provides product
a type
quite such
as bodysuit, t-shirt, dress, skirt, shirt, jacket, trousers, jumpsuit, socks, baby gloves, baby swaddle, hat. As target on kids from 0-12 years old that is growing quickly, MECO product’s size are according to the age range.
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MINIMALIST COMFORTABLE Not focuse on the aesthetic of the design, MECO more focus on the comfortability of products. Simple minimalist design with combination of soft and little pattern on some part, MECO products have a feeling of cheerful yet clean
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MATERIALS
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QUALITY is our first priority. MECO always provide the best material for baby and kids. Cotton is our main material with the soft pastel coloring to avoid the posibility of infection to kids’ skin Not only our fabric choices, we also always pay attention to our product’s trimmings, opening, and embelishment. We do not want details in our product can reduce our product safety.
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OUR SIGNATURE FABRIC
What Special about it? OUR SIGNATURE PATTERN It is extracted from the shadow of the head of our icon characterised with the M shape on the head. TOPICAL® TOPICAL® by MECO. It is especially printed
with
embossed
technique with combination of our secret formula to make the color can indicated (change color) and balance the temperature
TEXTILE TECHNOLOGY - TOPICAL® SIGNATURE PRINT
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TOPICAL COLLECTION
PASTEL COLOR SIMPLE CUT
TOPICAL®
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SEASONAL COLLECTION PASTEL COLOR SIMPLE CUT BEST QUALITY FABRIC
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www.mecolove,com
THANK YOU
@meco_lovekids