Brand Guide Contents

Strategy

Essence

Story

Values

Personality

Key Narration Themes

Creative Direction

Feeling

Image

Branding

Application

Positioning

Brand Ambition

Product Point of View

Editorial Point of View

Physical Presence

Brand Essence

The Brand Essence represents the driving concept behind Meghani, the brand’s ownable DNA, captured in a simple and precise sentence. The Essence is a “headline”, a title, to our story and foundation. It does not say everything there is to say about us, but captures what the brand is about and anchors us and reminds us what we are and will be. It is both timely authentic—i.e. what we are today— as well as aspirational for the future. Internalizing, understanding and truly committing to Essence is key to both the longterm meaning and success of the brand. As Meghani evolves, the Essence is a reminder and an anchor for the brand.

Past, Present & Future Movements captures and encapsulates the Meghani brand from its origin through its journey - to what is being built for the future. In the statement, “Movements” serves as a strong multiple entendre: It speaks to the Meghani family history, a journey built by movements both physical and metaphorical from location to location, and from one level to the next level, all the way to where Meghani has arrived to and onwards to where it is headed.

It speaks to the culture and business-life philosophy created over time and the conscious intention for the future. To how the name bears with it a philosophy of collaboration, creativity and humanism in business - an extended family that operates on a foundation of core values: like a true movement. It speaks to longevity, heritage and ambition for what is to come. And last but not least, it speaks directly, naturally, to the product on and around which the family name is built.

Brand Story

The full Brand Story of Meghani exists in a combination of everything within this strategic foundation. The Brand Story as listed on this page is to be seen as an extension of the Essence: it provides context and voice and gives direction to how we will talk about the brand going forward. It is a kind of Version 0.5 of the brand’s future About Us.

We are a family of independent creators building a legacy from a state of constant evolution in, with, and of time. Everything we do, we do for the purpose of lasting effect. Our objective is to create movements of impact, movements that excite and engage, movements that shift narratives and form new stories. We exist in and nurture a culture of relentless curiosity and creativity. We want to make those around us explore and reconsider their relationship with time. We are passionate about time. Passionate about creating it, taking it, designing it, and using it in the best ways possible.

Brand Values

The Meghani Brand Values are what shape our business. These principles that are at the core of everything we do and they guide how we exist in and with the world. While the values can be listed on a brands website they are a good example of a brand component that is more important to actively live out - and, as such, project to the world at large through actions and doing - than to talk about. If the values are put front and center of the brand in listed form, but not actually delivered upon in action, they become worthless and likely damaging for the brand. Truly implementing the values and letting them direct positive, tangible initiatives and developments in the organization is key.

EQUALITY
We believe in the power and potential that lies in self-expression for all. We champion diversity in representation - and representation in stories of success. We make room for the spectra and bring the margins to the center. We reflect a world enriched and illuminated by the many stories previously untold and the new stories emerging.

FAMILY
Meghani was created in family values of trust, respect, balance, kindness, honest collaboration and relationship building. As family is how we operate and it is reflected in how we connect within and beyond our organization’s culture.

TIME
We see time as a valuable asset: As a tremendous gift of power offered to the individual. One that comes with an invitation to use it to its fullest capacity. To be conscious of it. To imbue it with passion, value and meaning. Remember to use time. Make it work for you.

QUESTIONING TRUE VALUE
We believe in continuously questioning the meaning of value: What is premium? What is luxury? What are the components that make up that which is worth a lot in our lives? What is constantly of extraordinary value - if value keeps changing over time?

FREEDOM TO CREATE
We believe in the freedom to create. We prioritize passion, support growth through originality and unlock the unlimited potential of forward thinking and doing. We practice Life Work: building legacies that speak of our lives not our work.

Brand Personality

The Meghani Essence, Story and Key Narration Themes, represent our story(ies) - the core of who we are and what we are about. The Brand Personality represents our Tone of Voice - the manner in which we speak and show. The way we shape how we want to be experienced by audiences as a brand. Brand Personality is a set of carefully crated humanistic traits. They inform how we write and how we visualize in a voice that is authentic and ownable to Meghani. If the Essence, Story and Key Narration Themes represent that ‘What’ for the Meghani brand, the Brand Personality represents the ‘How’.

SOPHISTICATED
Elevated and aspirational - Meghani is redefining lux and premium. Our language aims to build value around the considered, the artistically unique, and the meaningful. We leave an impression. It’s ok if you have to think about it and look at it more than once.

CONFIDENT
We’re not here to sell or convince. We’re here to turn on your senses. We are the ultimate connoisseurs of our field because no one does what we do.

CROSS-CULTURAL
There is representation in our voice. We don’t speak for others. We are the others. We cross languages and art forms, transverse past, present and future. We juxtapose, contrast and surprise.

DISRUPTIVE/UNEXPECTED
We are unafraid to question, unafraid to not follow - we lead. Creative thinking is the usher of the elevated and the different. We’re not hung up on tradition. We take risks.

INTENTIONAL
We do not talk to talk, we do not flex to flex, we do not disrupt to disrupt. There’s a point to our presence, purpose to our projection. Thoughtfulness is rooted in humility and always attempting to see the bigger picture.

Key Narration Themes

Our Key Narration Themes represent the pillars that support and give further context to our Essence and Story. They serve as thematic direction for our brand communications and initiatives. These are guides for story-telling that will help weave an authentic and ownable tapestry for Meghani. 


The themes are informed by our strategic and creative developments: through discovery and discussion we have identified what we are about and how we want to be seen by the world. As such, the themes are both inspiration sources and strategic reminders of areas the brand cares and company care about and speak to.


The themes are of equal value and can be combined or put forth individually, depending on communication focus, audience, campaigns and/or media platforms. This themes list is not exhaustive. As Meghani grows, we may uncover new areas of opportunity that do not fit in under any of the themes, and in that case new themes may be added to the list.

DESIGNING TIME
Meghani Time Pieces arrive with a confident, innovative and original point of view. We push creativity, up quality, and redefine sophistication with new classics and future icons. We continue to refine the details, assessing both materials and compositions. We are watching the future as we show the world new products, processes and paths to premium.

OTHER NARRATIVES
We share stories including our own of non-majority, creative visionaries and change-makers. Our story is that of the rise of underdogs: independent thinkers, doers and makers creating our own beat. We are about bringing the stories less heard into focus. We continue to challenge and replace master narratives in order to make room for a broader and more authentic spectrum of success stories.

MAKE TIME MATTER
Time is never given to you - it’s something you take. Time in itself is not worth anything - It is you who must imbue it with value. We believe that time is a luxury too often taken for granted. So we use ours wisely - filling it with meaning, substance, purpose. We each have our time - treat it like a gift, an asset, a power. Make your time matter.

CREATIVITY OVER CERTAINTY
We don’t do business by the book. We don’t do anything by the book. Meghani was born in hustle. We have evolved the hustle into a philosophy and an art form, letting it shape our work and our business. We think differently about challenges and opportunities. We champion experimentation and galvanize big thinkers. We are part of an extended family that approaches life creatively.

INTELLIGENT CONSUMERISM
The time for conscious consumption is overdue. We are leaders of New Materialism: We create and offer investment in true value: the well-made, the intelligently and responsibly produced, the timeless design. We fuse Art and Commerce to ensure lasting value. We introduce new ways to up-cycle and work to close the loop.

FUTURE FAMILY
Led by siblings Amir and Shabeena, the spirit of family is at the very heart of the Meghani brand. Family is about caring and making time for. Meghani is a family beyond blood bonds. The name is a reflection of a philosophy of the importance of nurturing and growing ever-expanding ecosystems based in true connections, respect and support. It is our origin, our today and our future.

The Feeling

Meghani as it’s lived and experienced is most simply a coming of age story, something everyone can relate to. The purpose of what we create is rooted in history, utility, and survival; it continues to propel us forward by way of our passion to express and to build meaningful connections we will cherish every step of the way. We are humbled by our journey, proud of our progress and always pushing for a better future to share.

Originality is our origin, it all has to start from the heart. Our strength is our story and we have to tell it from our own point view, through our own experiences. We keep a pulse on what’s happening within our world, within our respective industries, but we aren’t looking to others to inform decisions within how our image is projected. We’re not trying to do what they do, or be like anyone else.

The feeling is a natural reflection of our team and community, our Meghani family. Meghani is bits and pieces of the idea that we're all brave in exploring our own unique ways of self-expression, stepping into our own vulnerability and our own confidence, and that we are all still learning, but there is a warm community that will welcome you, that hears you, that will feel what you're feeling, that relates to you, human to human.

Image

Our Image is our brand projection. It is our interpretation of how we use time; how we create, preserve and share memory.

EVERGREEN IMAGERY: A Show of Hands

Evergreen imagery is how we like to look. It is our presentation of the products we create and how we situate them in the world of fashion through our lens. We are proud of the products we create and Meghani evergreen imagery should reflect that, carving the space for the product to standout. Keeping backgrounds and sets simplified, with limited use of color, texture and props. Wardrobe styling should present uncomplicated looks that give a sense of effortlessness. Lighting direction is exaggerated natural, It should feel bright, airy, crisp and fairly even. Primarily controlled in studio, allowing skin and materials to pop while feeling true to form in color and texture.

HERO IMAGERY: Capturing Memory

Hero Imagery is what we want to say. There is a weight to it; a pull at the heart, a surfacing of emotion. Artistic and conceptual by nature, it should feel striking. It goes beyond the presentation of product and fashion, taking it a step further to tell a deeper story. Meghani hero imagery should present original concepts, aiming to reflect our own honest interpretation of the times and to show our point of view within art and culture. Each campaign direction has its own unique visual point of view while maintaining the brands overarching visual vocabulary.

Branding

Meghani Branding is timeless, relatable and welcoming. We don’t fear negative space, it gives us the needed breathing room to be clear in our visual communication. Our branding is our canvas to support and mold our brand image, keeping our design language highly intentional yet flexible for the story we desire to tell. Our use of color is is applied confidently yet sparingly, using tones that are deep, warm and rich; combined in delightful and surprising ways, playing with the nature of timeless design, that it could be pulled from any era while settling into a space that feels original and present. The overarching feeling should still find itself tethered to the human element, not shying away from texture and treatments that feel touched by hand.

LOGO

Our logo feels and presents as we do; Timeless, relatable, welcoming and effortless. Our logo comes in 3 forms.

1. MEGHANI Wordmark (As it stands alone)

2. MEGHANI Wordmark (With Dallas & NYC Lockup)

3. MEGHANI Wordmark (With BREDA & JBW Lockup)

TYPOGRAPHIC PALETTE: Meghani Brand Fonts In Use

Times New Roman
Stratos Book
Helvetica Neue
Courier New

Times New Roman: Used for Primary Heading
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPQqRrSsTtUuVvWwXxYyZz0123456789!@#$%^&*

Stratos Medium: Used for important text, titles & headlines. Also Serves as our logo for Relative Times.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPQqRrSsTtUuVvWwXxYyZz0123456789!@#$%^&*

Courier New & Courier New Bold: Used as our primary body copy and subtext/detail callouts.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPQqRrSsTtUuVvWwXxYyZz0123456789!@#$%^&*

Helvetica Neue: Used for subtitles, web navigation or alternative body copy.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPQqRrSsTtUuVvWwXxYyZz0123456789!@#$%^&*

COLOR STORY

The Meghani Color Story is pulled from family archive (references below). The primary color palette is made of colors that are rich with history, deep & warm through tone and bring a sense of vibrancy that confidently pulls towards the future. Neutrals like Night, Sand and Salt allow breathing space (negative space) to create punctuation and provide clarity. The additional colors; Grove, Dusk, Flame, Dawn and Sun, are used sparingly for particular visuals and call out communications.

Application

How our identity appears in AD sets, Social Assets, Packaging, Print Collateral and the meghani.world website.

Brand Ambition + 2023 Goals

The Meghani brand ambition is how we hope to grow further into ourselves over time. How we will achieve our brand ambition is by holding true to our purpose, maintaining the vision of who we want to become as far as the eye can see and continuing to make movements honestly and collectively every step of the way as we build from our strategic foundation.

Bridging BREDA and JBW

Our brands are just like family, there are those that came before, that created distinct paths, that created new existence, and those that absorb those experiences and influence as they begin to pave their own way. Meghani always the elder, with our brands as are our children, Inheriting and re-interpreting these traits as time moves with us. Our two timepiece brands BREDA and JBW bare the same family roots but have very different journeys, just as most siblings would. Over time, they grew up and away from each other, experiencing the world on different plains with different people, but they’ve kept an eye on each other, and they’ve learned from each other, too. We are now entering a space where the family is coming together again, finding our way home to sort through our differences and realign with our values; at the core, what makes up our Meghani identity and who we really are. Our past is always our checkpoint, remembering where we came from is imperative, to know that our history comes comes from a place of love, invention, survival and community. That is what holds true and carries on through every vein within Meghani. These brands are an extension and a reflection of ourselves and the world we hope to create and would like to live in. The ambition to bring these brands closer together is for all of us to become more united and for our brands projections to live confidently side by side, to be proud of each other, learn from each other and support each other every step of the way.

Bridging Art and Commerce

The idea of bridging art and commerce plays a large part in our ambition, and it is a delicate balance in discovering a space where both sides of the spectrum can support the other, a middle space that can be a difficult one for most to reach authentically as well as originally. It takes people that understand this balance to discover that middle ground, and our ambition is to be a creative led company, our artistic point of view and processes should lens every decision we make from our people to our products and everything in between. It is the art that creates the market, not the other way around. Originality is our origin and it all has to start from the heart. Our strength is our story and we have to tell it from our own point view, through our own experiences. We keep a pulse on what’s happening within our world, within our respective industries, but we aren’t looking to others to inform our decisions about who or how we want ti be. We’re not trying to do what they do, or be like anyone else.

There is an art to life, to everything. An art to craft, an art to communication. We all play a part that supports the other in the pursuit of creation. It is artists that we’re working with, and it is art that remains after all else fades away. The art of life plays a role in our work, only if we will it and only if we choose to do it collectively together, it can become worthy of a lifetime of gratitude, a legacy to be proud of. Something to acknowledge and something that shapes us for the better.

Bridging Home Cities

Our hometowns are Dallas and New York. Meghani bares many roots in Dallas, where both BREDA & JBW began their journeys and built their communities. By way of natural progression and the build of our team we are beginning to own a presence in NYC. We are proud of our journey and our ambition is to make it known and to be leaders in the surrounding creative communities we’re connected to. Our homes will always be in places we naturally feel connected to and desire to organically grow; building, supporting and adding to our community as time moves on.

Product Point of View

Products under Meghani support its true essence and makes way for us to create pieces that are truly close to the heart, for our family first, all while opening up a world that can support our brands BREDA & JBW. Meghani products are not only watches by default, our products are a reflection of our artistic and collaborative nature with our point of view within the concept of time.

Meghani Market:

Meghani Market is our working title for what would be developed as Meghani’s shop or our version of a storefront online or offline. A place to celebrate our organization, explore new creative efforts within design and to give way to our freedom to create.

Exclusives from BREDA & JBW: Reinterpretations of core collections from both brands in a smaller batch format, exclusive to Meghani.world and Meghani Posts. EX: Red Pulse watch

Collaborations: A space for special projects that allows us to bring to life our point of view within art, design and commerce. The quantity produced will be determined by the format of the project, but should bring to life pieces that can also fill our physical spaces. Creating our own collection that can be presented in a gallery format or as simple as needing to fill a particular function in our physical space.

Meghani: Future Timepiece Product Brand

Editorial Point of View

RELATIVE TIMES

Editorial under Meghani is how we lens the stories we desire to tell. Relative Times is our channel to express our world as well as engage with our community.

Physical Presence

The physical presence of Meghani creates an opportunity to personify our organization in a new way, it is where every part of our essence takes form through sensory experiences. While all of the physical spaces we occupy serve a different purpose for Meghani, the makeup of each should strike a familiarity, as they are all a part of the same ecosystem.

MEGHANI POST - Dallas

MEGHANI FULLFILLMENT CENTER - Dallas

MEGHANI POST - NYC *Future