Reunion – Building a new brand for men

In 2011, MQ launched a new brand for men, called Reunion. To complement MQ's other brands, the collection was minimalistic in exclusive materials and a restrained colour scheme. Aoki created a brand platform and a graphic identity for the brand. An important aspect of the assignment was to implement the graphic identity on communication in stores, packaging, and also inside all the clothes. 


MQ is one of Scandinavia's leading branded fashion wear chains with 121 stores. Through a mix of proprietary brands and other selected brands, MQ offers highly fashionable clothing for men and women in attractive stores. 

More projects from the same client

Dobber – Photography and fashion at the Röhsska museum
Part of the relaunch of the new identity was an exhibition in collaboration with the Röhsska design museum in Gothenburg.
Dobber – Sophisticated workwear since 1974
New graphical profile for one of Sweden's top denim brands in the 1980s.