Charles Grech, importers of fine wines, beer and tobacco since 1881 have extended their range of upmarket products to include perfumes and cosmetics. With this product diversification and extensive refurbishment programme at their flagship store in Valletta, Mangion and Lightfoot were brought in to create an image that reflected this diversification on a retail level. The challenge was to create an image that would cover the whole range of products without looking out of place if simply applied to one particular range, say cigars. Ultimately the brand had to look comfortable if you walked out of the store carrying a CG bag with a box of cigars or just a perfume or both.  The inspiration behind the logo itself came from the name Grech which from research we carried out was derived from a Greek family who settled on the island of Malta in the 17th century. Further research into Greek keys, designs and motifs inspired us to construct a ‘C’ and a ‘G’ in a continuos line that became the logo. But this wasn’t enough, we also created a separate graphic ‘device’ to suggest the product type as upmarket and established that would provide extensibility and could be easily applied across their diverse range of products.

In the ad campaign we wanted to recreate a Valletta scene from the 50s to further emphasise the established brand element and an aspiration to quality. The facade itself although extensively restored, was not changed from its original design and we felt that cigars, fine wines and even cosmetics fitted perfectly with the 50s theme.

Mutti tomato products are market leaders in Italy. A substantial reduction on EU food imports taxes in 2005 meant that Mutti could become competitive on the local market and having created and managed a very successful launch campaign, Mutti rapidly gained market-share.

In 2008, a follow up campaign was designed to consolidate this market-share and again Mangion & Lightfoot were asked to create and manage a new campaign using a fresh approach. The main focus was that Mutti used no preservatives in their flagship product ‘polpa’ or crushed tomatoes. The solution was to create an image that highlighted the health benefits of a product without preservatives.Visual rhetoric was employed to communicate this idea and the use of green serif type, red and a rustic background was used to promote the product as Italian which is associated with good, simple, healthy, home-made food.

Startrite, the premium children’s shoe brand, is represented in Malta by Pharma-Cos Limited. This campaign was developed to raise awareness of the effects of ill-fitting shoes and the effects that it can have on the long term development of feet.

Like jelly in a mould, your baby’s feet can take on whatever shape they’re forced into, so shoe shapes should always match the form of the foot.

In toddlers this is wide at the toe and narrow at the heel, a shape that will change as the foot develops. This campaign reinforced the importance of education and made available a wide range of support collateral at all points of sale.

New Look is a very successful UK fashion brand with over 1000 shops in the UK and overseas. The Malta franchise represents a new departure for the UK fashion retailer and Mangion & Lightfoot were selected by Hudson Holdings, Malta to manage the marketing communications for launch and beyond. A cornerstone of the campaign is the Facebook Page and we managed to take this from zero to 8,700 fans within one month of launch.