BRAND GUIDE
BRAND GUIDE
1. BUILDING A LOV E MA R K
2. WHO W E ARE A ND W HAT W E B ELIEVE IN
3. O U R REL ATIONS HIP BONDS
BRAND GUIDE
1. BUILDING A LOV E MA R K
2. WH O W E ARE A ND W HAT W E BELIEVE IN
3. O U R REL ATIONS HIP BONDS
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA WAS BORN FROM DISRUPTION. We came into the world in 1979 with the goal of turning plastic into classic. The Aranha style, inspired by the sandals worn by ďŹ shermen of the French Riviera, was an instant hit and became a symbol of the young Brazilian woman.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IS INNOVATION IN PLASTIC. We are in constant movement and renovation. We question all possibilities of creation not yet explored or thought with the use of our plastic.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IS INTERNATIONAL. We are in more than 70 countries with 4 thousand points of sale. We work with influencers from the main creative capitals across the globe on projects that connect our essence with the world.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IS SUSTAINABLE. MELISSA IS ART, FASHION AND DESIGN. BUT IT'S ALSO SUSTAINABILITY.
Our concept of plastic is much more than innovation in raw material. It is also about pursuing sustainability across all levels of our production chain. We are connected to the best international models. We avoid waste. We optimize resources. We recycle products. We improve processes in and outside Melissa.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
100% REAL PLASTIC We do not use any animal components in our Melissas.
SAVE WATER: We already have one of the smallest water footprints in our production chain. Our goal is to reuse 100% of our treated effluent by late 2017.
LESS ENERGY: Since 2013, we have already reduced electricity consumption by 15.2% for each pair of Melissa shoes that we produce. Furthermore, 85% of this energy is renewable. 100% RECYCLABLE: Footprint-free: all of our Melissa shoes are recyclable. We don’t need chemical products for processing.
NO CHILD LABOR: Sustainability also entails thinking about people. We are against any form of child labor or the practice of any labor analogous to slavery.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IS MORE THAN A SHOE. Our products go far beyond sandals, slippers, flats and boots. Our design is unique. In addition to footwear, we are also purses, fanny packs, skates, skateboards and everything related to emerging behaviors that guide fashion, art and design.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IS A CURATOR OF THE EXTRAORDINAIRE. Our products, projects, actions and campaigns distinguish themselves because they feature the latest and most relevant aspects of fashion, art and design.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA MAKES LUXURY ACCESSIBLE. We provide everyone with access to our collaborative products signed by major fashion, art and design icons.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IS CONTENT.
We do more than selling products, we sell content. Whether it’s through the Plastic Dreams magazine, our website, social media or special projects, we convey the coolest, newest trends in fashion, art and design, ultimately making our discoveries accessible to everyone.
BRAND GUIDE
MELISSA CONNECTS STORIES. Melissa is present in different moments of people’s childhood and adult lives. Their true stories are part of our heritage.
1 . BUILDING A LOV EMA RK
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IS EMOTION. We deliver experiences with high emotional value that go far beyond the product and the act of purchasing. There is an entire universe present in our points of contact.
BRAND GUIDE
1 . BUILDING A LOV EMA RK
MELISSA IDENTIFIES POWER. We know how to identify powerhouse initiatives, individuals, projects, brands and stylists that the mainstream is still unaware of. We connect different powers to collaboratively create the new.
BRAND GUIDE
1. B UILDING A LOV EMA RK
MELISSA IS A LOVEMARK. Our fans know that the value resulting from the experience provided by the brand is much higher than the price of the product itself.
BRAND GUIDE
1. BUILDING A LOV E MA R K
2. WH O W E ARE A ND W HAT W E BELIEVE IN
3. O U R REL ATIONS HIP BONDS
BRAND GUIDE
2 . W HO W E AR E AND WHAT WE BELIEV E IN
PRODUCES INCREDIBLE THINGS I S D E M O C R AT I C INSPIRES CURIOSITY I S A N I N T E R N AT I O N A L B R A N D BRINGS THE NEW MAKES LUXURY ACCESSIBLE
BRAND GUIDE
2 . W HO W E AR E AND WHAT WE BELIEV E IN
MISSION I N OU R DAY TO DAY, W E STR IVE TO :
Make plastic extraordinary.
BRAND GUIDE
2 . W HO W E AR E AND WHAT WE BELIEV E IN
VISION W HE R E W E WANT TO G ET:
We want to be the world’s most beloved brand within the universe of fashion accessories.
BRAND GUIDE
2 . W HO W E AR E AND WHAT WE BELIEV E IN
PURPOSE OU R R E ASO N FO R BE ING. W HAT M AKE S U S R E LEVANT TO THO SE AR O U ND U S:
TO PROMOTE DIVERSITY BY CONNECTING TRUE STORIES AND PEOPLE THROUGH FASHION, ART AND DESIGN.
BRAND GUIDE
2 . W HO W E AR E AND WHAT WE BELIEV E IN
PILLARS OU R T E R R I TOR I ES AND AR E AS O F INSPIR ATIO N AN D ACTION AR E :
FASHION, ART, DESIGN.
BRAND GUIDE
2 . W HO W E AR E AND WHAT WE BELIEV E IN
VALUES OU R VAL U E S DE FINE W HO W E AR E.
CONNECTION / INNOVATION / DIVERSITY / HERITAGE / EXPERIENCE / GLOBAL / ORIGINAL / BONDING AGENT
BRAND GUIDE
2 . W HO W E AR E AND WHAT WE BELIEV E IN
FUEL W E AR E DR IVEN BY:
PEOPLE, CONNECTIONS, INNOVATION. PEOPLE
because we value diversity, the perspective and feelings of human beings.
CONNECTIONS
because we connect people through innovative products and experiences.
INNOVATION
because we’re always in motion, anticipating the future with a great deal of originality.
BRAND GUIDE
1. BUILDING A LOV E MA R K
2. WH O W E ARE A ND W HAT W E BELIEVE IN
3. O U R REL ATIONS HIP BONDS
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
INFLUENCERS Melissa connects with people who translate and disseminate the new. They represent emerging movements and behaviors through their own lifestyle and way of expressing themselves, setting benchmarks for the general public.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
FANS Melissa has a special place in its heart for fans. We always want to learn from them, listen to their compliments, criticisms and ideas in order to always do better, meeting their expectations in our products and experiences.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
PROJECTS Melissa develops new ideas and outlooks in collaborative projects that reflect the main upcoming behaviors around the world.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
DIVERSITY Melissa is people-driven. And people are diverse. That’s why we concern ourselves with offering representativeness not only in our campaigns, but also inside the company. We break norms, standards and stereotypes to celebrate each person’s authenticity and truth.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
STORIES Melissa is made of stories. Each person’s story with Melissa is what makes it relevant. It is the connection with others, the absorption of different points of view and ways of going about life that makes us singular and plural at the same time. Our story is your story. And Melissa stars in your story.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
CONNECTIONS Melissa seeks transdisciplinarity and transculturality in our relationships. We enjoy being with others, learning from others and praising others. Our passion lies in the connection with visions and creations that bring what’s new and singular from the most diverse places and individuals.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
THAT’ S W H Y, AT M ELI S SA
WE DON’T HAVE CONSUMERS,
WE HAVE AMBASSADORS. They are not driven by their need to purchase, but rather by the emotions, aspirations, references and desires that Melissa provides.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
THAT’ S W H Y, AT M ELI S SA
WE ARE NOT A BRAND,
WE ARE A COMMUNITY. Melissa isn’t a product brand. We connect around ideas that expand our universe.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
THAT’ S W H Y, AT M ELI S SA
WE DON’T HAVE SALESPEOPLE,
WE HAVE CONNECTORS. Those who work with Melissa understand its power of attraction and inspiration. Their role is not only to sell products, but also to connect people through those products.
BRAND GUIDE
3. O U R RELATIONS HIP BONDS
THAT’ S W H Y, AT M ELI S SA
WE DON’T HAVE POINTS OF SALE,
WE HAVE POINTS OF CONNECTION. The Melissa community is spread out across the globe to enable encounters, optimize events and deliver unique experiences.
OU R M A N I F E STO
WE ARE THE WORLD AND DIVERSITY IS OUR HOME.
WE HAVE NO ETHNICITY. WE HAVE NO AGE.
WE YEARN TO SING, TO DANCE, TO CRY AND LOVE.
WE LOVE FREELY. WE ARE LIMITLESS.
PUSHING BOUNDARIES TO EXPERIENCE THE TRUTH.
WE ARE ALWAYS CONNECTED.
WE ARE FASHION.
WE CREATE ART.
AND DESIGN IS IN EVERYTHING WE DO.
WE ARE ALL
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BRAND GUIDE
THX!