Brand Identity

A new typeface for Melissa, Brazil’s most loved fashion brand.

One of Brazil’s most loved fashion brands, Melissa is the icon for colourful plastic shoes.

Starting out from a small village in Southern Brazil, Melissa has gained international following and is loved by celebrities around the world. Melissa’s shoes are now selling in over 30 countries around the world, including their own flagship stores in Sao Paulo, New York and London.

Pentagram first worked with the brand in 2017 to create a new identity for the brand. Following up on this work, Pentagram has created a bespoke headline typeface for the brand, Mel Regular, based on the lettering design of the Melissa logo.

Named after ‘Melflex’, the brand’s very own sustainable material, Mel Regular has taken the logo’s distinctive letterform, crafted using the same principles, geometry and a combination of thin and chunky line features. The full set of letters expresses simultaneously the stylish and fun character, using its height and contrast to establish the typeface’s personality.

Mel Regular is now a key part of the elements which form the Melissa’s brand identity. With the intention for use in campaigns and key messages, it allows the Melissa brand to present a more unique and coherent voice.

Photography by Melissa

Fashion & Beauty
Brand Identity
Marina Willer
Project team
Ian Osborne
Patrick Giasson
Hamlet Auyeung
Cleber de Campos
Kate Blewett
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