Renowned Australian cosmetic retailer Mecca Cosmetica’s Signature Line is the culmination of over 20 years of beauty retailing experience. The Mecca Signature Line range required a new identity and packaging that defined the qualities of the product, conveyed confidence, and added value to the consumer experience. Fabio Ongarato Design developed the simple yet bold concept of Mecca’s ‘Living Lab of Beauty’. A spiralling poetic typeface formed a unique graphic identity that gave voice to Mecca’s expertise. The result elevated the product whilst conveying a sense of understated luxury.