TABLE OF CONTENT
FOREWORD
SDG GOAL NO. 5
WHAT WE STAND FOR
IDENTITY
CENTER FOR MAGTANALYSE
OUR MISSION AND VISION
COLOR THEORY
LOGO
GRIDS AND PLACEMENT
TYPOGRAPHY
TONE OF VOICE
MARKETING
INSPIRATION FOR PRODUCTS PRODUCTS
PACKAGING
DISPLAY
FOREWORD
Mea Culpa is a pop-up brand created by four women. It started as a school project but quickly grew beyond that. We advocate for women's rights, with a particular focus on violence against women, which remains a significant problem in our society. Through our brand and jewelry, our goal is to shed light on this issue and raise awareness about what is happening, as well as what women and men can do to help. We understand that it may appear overwhelming to many people, so we strive to make it more manageable. We embrace a unisex concept, inviting and including everyone to join us in the fight against violence and inequality. In addition to raising awareness, we donate 15% of our profits to the Center for Magtanalyse, recognizing their importance, hard work, and dedication to addressing this societal issue.
SDG NO. 5 GENDER EQUALITY
Ending discrimination and inequality against women and gender minorities is a significant topic today. However, there is still much work to be done to achieve complete gender equality. Over the past 20 years, there has been a significant shift in the perception and fight for equality. More girls are attending school, more women are participating in the labor market, and we are witnessing an increase in women occupying leadership positions. While these developments are steps in the right direction, they merely mark the beginning of the fight for equality.
To achieve true gender equality, we must address major issues such as sexual violence and exploitation, the unequal division of unpaid care and domestic work, and the prevailing notion of "It's a man's world." Problems persist in education and the upbringing of the next generation. Women's sanitation continues to be stigmatized, discussing periods is still considered shameful, and sexually liberated women are often labeled as promiscuous. Society tends to excuse boys' behavior with phrases like "boys will be boys," while women are unfairly dismissed as hysterical during their periods and face inequality in leadership positions compared to men.
The portrayal of women as objects in music videos, commercials, and movies has long contributed to gender inequality. It is crucial that we openly discuss and challenge this notion of a "man's world" in order to make progress.
WHAT WE STAND FOR
MEA CULPA WORKS WITH THE UN GOAL NO 5. WE WANT TO EDUCATE AND ENLIGHTEN ON THE PROBLEMS WE SEE IN SOCIETY TODAY. OUR HEARTS BURN FOR THE RIGHTS WE SHOULD ALL HAVE, DESPITE GENDER.
WOMEN HAVE ALWAYS BEEN SEEN AS THE WEAKER GENDER AND THEREFORE SUBJECTED TO VIOLENCE AND INJUSTICE SINCE THE BEGINNING OF SOCIETIES.
WE, MEA CULPA, BELIEVE THAT BY ENLIGHTENING OUR NEXT GENERATIONS AND EDUCATING PEOPLE ON HOW TO REACT AND ACT IF YOU SEE INJUSTICE, CAN CHANGE SOCIETY’S VIEW ON WOMEN AND HOPEFULLY DECREASE THE NUMBER OF RAPES, SEXISM AND EVEN MURDERS ON WOMEN OR OTHER GENDER MINORITIES.
DID YOU KNOW?
- 1 IN 3 WOMEN HAVE BEEN SUBJECTED TO PHYSICAL AND/OR SEXUAL VIOLENCE AT LEAST ONCE IN THEIR LIFE SINCE THE AGE OF 15.
- VIOLENCE AGAINST WOMEN PERSISTS AT UNACCEPTABLE HIGH LEVELS AND HAS BEEN INTENSIFIED BY THE PANDEMIC.
- IN DENMARK, 31 WOMEN ARE DAILY BEING RAPED OR PRONED TO RAPE.
- VIOLENCE AGAINST WOMEN AND GIRLS CAN START WITH WORDS, WHETHER IT’S ON THE STREETS, AT A BAR OR ON THE INTERNET.
IDENTITY
Mea Culpa is dedicated to activism and raising awareness about violence against women. As a cause-branded jewelry brand, we have a clear vision and purpose. Through our modern, expressive, and unisex designs, we strive to challenge societal perceptions of femininity. Our goal is to engage people of all genders, recognizing that broad representation is essential for driving the change we seek. While our brand appeals to everyone, we particularly aim to connect with Generation Z through trendy and appealing designs.
Our jewelry brand possesses the ability to reach younger generations and social groups who may not be effectively reached by other organizations working on this issue. By partnering with the Center for Magtanalyse, we can contribute to spreading awareness while also expanding their reach to a different target audience. Collaboration with organizations like them allows us to make a greater impact and create a positive change regarding violence against women.
CENTER FOR MAGTANALYSE
WE ARE DONATING 15% OF OUR PROFIT TO CENTER FOR MAGTANALYSE. TO HELP SPREAD AWARENESS ABOUT VIOLENCE AGAINST WOMEN, WE HAVE MADE A COLLABORATION WITH CENTER FOR MAGTANALYSE. CMA IS AN ORGANISATION THAT AIMS TO PREVENT VIOLENCE IN DENMARK, AND INCREASE THE RECOGNITION FOR THOSE WHO HAVE BEEN EXPOSED TO VIOLENCE. THEY WORK PRIMARILY WITH PREVENTING VIOLENCE, BY IMPLEMENTING KNOWLEDGE ABOUT VIOLENCE IN EDUCATIONAL AND TEACHING MATERIALS FOR YOUNG PEOPLE AND THEIR TEACHERS. THEY WANT TO CREATE FOCUS ON VIOLENCE AS A SOCIETAL PROBLEM - AND THEREFORE MORE THAN JUST THE INDIVIDUAL’S CASE. BY TALKING ABOUT VIOLENCE AND EXPANDING THE UNDERSTANDING OF VIOLENCE IN SOCIETY, WE WILL CHANGE THE DISCOURSE ABOUT THE VICTIMS AND PERPETRATORS OF VIOLENCE, AND SHED LIGHT ON THE GENERAL CONSEQUENCES THAT THE LACK OF ACTION IN THE WORK WITH VICTIMS ENTAILS
MISSION
OUR MISSION IS TO ENLIGHTEN PEOPLE ABOUT THE ONGOING PROBLEM REGARDING GENDER INEQUALITY AND VIOLENCE AGAINST WOMEN IN OUR SOCIETY. WE WANT TO OPENLY TALK ABOUT THIS TOPIC ON ALL PLATFORMS, CREATE CHARITABLE EVENTS AND SUPPORT ORGANISATIONS WORKING WITH GENDER EQUALITY AND VIOLENCE AGAINST WOMEN.
VISSION
TO END VIOLENCE AGAINST WOMEN THROUGH INFORMING AND EDUCATING, AND TO CREATE A JEWELLERY BRAND WITH A BIGGER PURPOSE.
COLOR THEORY AND LOGO
GRIDS AND PLACEMENT
TYPOGRAPHY
TONE OF VOICE
MARKETING
WITH OUR PHOTOSHOOT WE HAD TWO AGENDAS; TO RELATE TO OUR TARGET GROUP WITH STYLE AND AESTHETICS, BUT ALSO TO EXPRESS OUR VISION AND MISSION AND SEND A MESSAGE RELATING TO OUR CAUSE. WE WANTED TO CREATE A SENSE OF UNITY AND COMMUNITY IN OUR PHOTOS. WE SHOW A GROUP OF YOUNG PEOPLE BEING TOGETHER AND HAVING FUN WITHOUT THINKING OF WHAT CAN GO WRONG. WE CREATED A SCENE THAT YOU WANT TO BE A PART OF. OUR PHOTOS ARE RAW AND EDGY BUT FULL OF HAPPINESS, WHILE ALSO POSSES A NONCHALANT FEELING TOO IT. THIS IS ALSO WHY THE PHOTOS ARE SHOT IN ANALOG. WE HAVE A MIX OF FUN AND EASY PHOTOS WITH INSTRUMENTS, LAUGHTER AND OBVIOUS FUN, BUT WE ALSO HAVE SOME WITH A MORE SERIOUS AESTHETIC. THAT VISUALLY SHOWS OUR APPROACH ON THE CAUSE, AND THE WAY WE AS WOMEN JUST WANT TO HAVE FUN, BUT ARE OFTEN FACED WITH THE LIMITATIONS THAT IT BRINGS BEING A WOMAN.
MEA CULPA JEWELLERY COLLECTION
2022
TO SPREAD THE WORD OF VIOLENCE AGAINST WOMEN, WE HAVE CREATED A UNISEX COLLECTION TO GIVE THE OPPORTUNITY OF BEING A PART OF THE FIGHT AND SUPPORT THE CAUSE FOR ALL GENDERS. OUR DESIGNS ARE TO TARGET ALL GENDERS, AND ARE USED, NOT TO VISUALLY SHOW OUR CAUSE, BUT TO MAKE IT POSSIBLE FOR ALL TO BUY AND SUPPORT, AND FOR ALL TO BE PART OF MAKING A DIFFERENCE.
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TOGETHER WE ARE STRONGER
WE ARE WORKING WITH TRENDY ORGANIC FORMS COMBINED WITH ROUGH CHAINS, THAT SYMBOLIZES THE METAPHOR OF WOMEN BEING HELD BACK IN SOCIETY. OUR DESIGNS PURPOSELY DOES NOT POSSESS A CLEAR VISUAL STORYTELLING, AS THE STORYTELLING LIES IN OUR CONCEPT AND COLLABORATION.
DISPLAY
THE DISPLAY FOR THE JEWELLERY IS AN EXQUISITE, HAND MADE CERAMIC SCULPTURE. THIS SCULPTURE IS CRAFTED FROM RAW CERAMICS, INTENTIONALLY DEVOID OF ANY GLAZE, TO COMPLEMENT THE BOLD AESTHETIC OF THE JEWELLERY.
