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Mstake
Everybody knows that no one is perfect, but society seems to insist on its constant invitation: the perfect body, the perfect smile or the perfect blah blah blah

Mstake fights against perfection and its offer proudly shows error as a differential point, including its own products and limited editions for other brands, always with imperfection and a certain sense of humor

Services
Design, Creative Direction, Art Direction


With the absence of the letter i, the brand contains such a strong idea in the name itself that it prevails as the protagonist of the logo
The Identity


Mstakes are mistakes, but far from avoid them they are used to give personality to the communication pieces, as on the products or the logo: from teeshirts to labels, postcards or packs, there is always something wrong
The postcards have the same both sides and the visit cards are wrongly cut
The booklet for the 'Cities by Mstake' special teeshirt series is bound upside down, so the cover is the last page
The Packaging


The pack for the Cities by Mstake special teeshirt series is actually a pizza box


The Print Campaign


Displays for showcases pay tribute to some inventions or discoveries made by mistake as microwaves, lysergic acid or post-it, while they make some misspelling
Microwave oven was created in 1947 by Percy Spencer, an American engineer who melted a chocolate bar in his pocket while trying to build a radar
LSD or lysergic acid was accidentally synthesized by the Swiss chemist Albert Hofmann in 1938, when studying the alkaloids produced by rye ergot
Post-it adhesive was invented in 1968 by Spencer Silver, a researcher at the 3M company who was working on creating a very powerful new adhesive


The Audiovisual Campaign


Four videos speaking on the brand through what is missing, explaining that the absent letter i from the name can be anywhere: looking at the sea, rowing in circles in a park, leaving a public bathroom or sitting on a bench watching how life goes by



The Website


It has some spelling mistakes and three clearly different areas: community, shop and collaborations


Company
Filmmaking and production Jaume Jardí, programming Strabinarius and Seasons, printing Nova Era, client Albert Saurina from Mstake

Spacetime
Barcelona, 2014, 2016

Categories
Identity, Logo, Guidelines, Packaging, Communication, Campaign, Video, Web, Commerce


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