Crafting a cultural brand identity that
aims to take consumers places
Client: Tribe + Machel Montano
The Essence Behind the Name: MELÉ
The Naming Formula
Memorable | Short | Easy to Say | Unique
Rationale: The word ‘mele’ in French means to mix, mingle or blend.
Through the mixture of culturally rich music, dance and costumes, revellers and carnival lovers engage with each other, learning, sharing and celebrating life. Melé represents an action that we believe to be critical in how patrons will experience the cruise.