Micheline is a Mexican print-shop boutique founded in the mid-1970s, specializing in stationery and printed pieces for social events. In 2011, the Mexico-based design studio Anagrama developed a refreshed brand identity and store design for the company, aiming to rejuvenate the brand and attract a younger adult audience. [1]
Design and History
Anagrama’s branding work for Micheline centered on a minimalist black-and-white system. The studio chose black and white as the primary colors because the boutique’s printed products were themselves highly colorful, allowing the branding to complement rather than compete with the merchandise. [2]
As part of the identity, Anagrama designed a monogram intended to be easily reproduced across all of Micheline’s printed pieces, serving as a signature for the workshop. [1] The broader branding system incorporated a range of black-and-white patterns, including polka dots, stripes, checkers and houndstooth, applied to packaging, business cards and other materials. [3]
The project also extended to the interior design of the boutique, which was inspired by the ambiance of 1970s print shops with contemporary accents. The neutral palette was used deliberately to focus attention on the shelves holding the printing catalogues. [4] The interior work was developed in collaboration with German Dehesa and Roberto Treviño. [4]
Meaning and Symbolism
The monogram was designed to function as a workshop signature, giving the print shop a distinctive mark that could be applied consistently across its printed output. [1] The black-and-white palette was a practical choice, ensuring the branding remained elegant while allowing the colorful stationery products to stand out. [2]
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