The Max Mara Group can boast ancient roots: a passion for tailoring and devotion to clothing, values handed down from the founder’s great-grandmother, Marina Rinaldi herself, who in 1850 owned and ran an important atelier in the centre of Reggio Emilia.
Today the Maria Rinaldi Persona mission is to create items of clothing for sizes 46 and over and, more generally, for all women who want to flaunt their curves with style and character.
The challenge of this project was finding a new visual identity that would reflect the brand’s personality: young, approachable and sure of itself.
The new logo is the signature of the Persona woman: a spontaneous and decisive mark that is at the same time personal and intimate with handwriting that suggests a confident personality. The lower-case first letter reflects a down to earth approach. It is a logo to represent a striking personality, a radical transformation from the former version.
The creation of the visual identity was extremely stimulating, we created a highly recognisable language to go beyond trends in order to match with the seasonal collections without any clash. It is a rich and contemporary language, defined by the interaction of different characters, the use of irregular and varied formats, a contrast between portraits and objects, photography and illustration, bright colours and delicate hues.
The 'soul book' is a publication that recounts the very essence of the brand, a personal diary that collects the goals, the moments, the memories and the emotions of the Persona woman and therefore metaphorically represents the brand’s universe.