MGS stainless steel fixtures merge Italian luxury and style with the innovative precision of Swiss engineering, creating slim silhouettes and simple shapes that represent the perfect harmony of aesthetics and technology.
Client: MGS Milan (Cucina & Bagno)
Creative Director: Samantha Whissell
Copy writer: Samantha Whissell
Graphic Designer: Ryan Lacourse
Challenge
Solution
Beginning with the Price Book, every spread featured a single product. This satisfied the sense of luxury. I mean, if you can dedicate a whole spread to one product, this is clearly not a Home Depot catalogue!
Within every spread, the product image points out key characteristics and details with sleek, precise lines. The features are shown in minimal iconography.
The brand itself was renamed for the North American market “MGS Milan”, to give it a fashion lable and connection back to its italian roots. For market purposes, the product offering is split into MGS Bagno (bathroom) and MGS Cucina (kitchen) so they can be designed with different aesthetics for maximum appeal to their target audiences.
