& Smile

MAX&Co.

In fashion, we’re accustomed to serious. But let’s be honest - the best style is always a smile.

We created a brand platform that goes against the grain to free the smiles. &SMILE is an attitude and approach to life, an ethos that runs through every communication. A new visual system and tone of voice that keeps on spreading.

Every touchpoint becomes an opportunity to make the audience smile, a creative vehicle to add playfulness and joy - from social content to brand campaigns: online, instore, in print, tv, out of home, on the product itself - and everywhere inbetween. A personal challege in micro-fiction, poetry, recipe creation, and surprising irreverence.

ARTICULATING A JOYFUL NEW BRAND PLATFORM FOR MAX&CO, with a ;)

Advertisement featuring a woman in a blue checked blazer and black turtleneck laughing against a red background, with text saying 'Max up your style. smile' and the Max&Co logo.
A split image with a motivational message on the left and a woman wearing a yellow coat over a blue dress on the right. The left side says '#smile because you're unstoppable,' and the right side features a smiling woman posing confidently against an orange background, with part of the text 'MAX&co' visible at the bottom.
A slide titled '&SMiLE' with a paragraph of text explaining the brand message of the SMILE revolution, emphasizing joyful, disruptive, smart communication, and ending with a smiley face icon. The slide is part of a brand copywriting system by Gabrielle Choo Ltd | MAX&CO. displayed on page 22.
A two-part image with the text 'EAT HAPPY' written with leaves and red flower buds on a white background, and a woman with dark hair, sunglasses, earrings, and a striped shirt smiling against an orange background.
Four women hugging and smiling, dressed in colorful coats and skirts, standing together against a plain background.
A split image with fresh pineapple, grapes, apple with feature art, ginger, and herbs on the left, and a woman wearing a MAX&Co. T-shirt and yellow beanie on the right.
Collage of two images: left side shows food items arranged with the words 'ON THE MENU: 3,' including an orange slice, mushrooms, blackberries, red chili peppers, and yellow bell pepper, with the text 'MAX&Co.' at the bottom; right side features four women in stylish, patterned clothing standing against a red background, smiling.
Promotional image with the word "Create" spelled out using various vegetables, and a woman smiling wearing a pink hat and a T-shirt with "MAX & Co." logo, standing against an orange background with the same logo pattern.

Macsiotti / Maciek Pozoga Photographer / Mel Bles Photographer / Tomasso Ottomano Director