Mimochai is a warm and welcoming place where meaningful visual storytelling comes to life in printed and interactive media. The stories are for both kids and adults, dealing with themes that are playful, whimsical, and sometimes dark. 

Target Audience

Young men and women that are interested in illustration, animation and meaningful stories. The secondary audience consists of brands interested in telling their story through playful visuals, including; nonprofits, travel destinations, musicians and museums. 


Primary + Secondary Logos

Below you see sketches outlining the Brand concept including the pattern and icon style I think is best suited for the brand. If you approve of this direction I would need your help to finalize them. 

Mimochai is a vast world with playful, thoughtful, whimsical and sometimes dark themes. Mimochai needs a brand image that captures all of this but at the same time feels clean, friendly and sophisticated. I created a brand image that is friendly and cheerful in nature, but at the same time evokes a higher-end, sophisticated feel. 

The friendly and fun nature will relate to a younger audience but it's open enough to not be restrictive to one age group. The friendly nature is achieved through the use of bright colors and the Mimochai illustration elements. The sophisticated and clean feel is achieved through the use of the dark brand pattern and spacious layouts. 

I made an effort to work with the existing logos and color palette and added the elements that went best together to create the feeling that we outlined in the creative brief. 

The existing horizontal logo feels very "Mimochai" and it goes well with almost everything. The emblem and favicon work well too. I would like to see a new version of the logo that is round. Ideally, it would have the same line style as the emblem. 

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The friendly yet sophisticated vibe comes to life through the use of typography. The main typeface in use is called Poppins, a clean but warm Google font that comes in many weights and styles. I've paired it with the lively Core Circus for headlines that need to "pop" and grab attention. Garamond is used for body copy to balance with a classic, sophisticated feel. In the future I see a possibility to use your handwriting instead, or with Core Circus

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I've stayed true to the color palette you provided, but I added an earthy color for the teahouse and a darker turquoise for the school. I also added a dark grey that is the main color that I'm using together with the Icy Blue background color. At first, I was working with Icy blue and dark blue, but I found that the dark grey created more balance together with the other colors of the brand. Each branch of the brand has been assigned its own color that can be used in graphic material related to that part of the world. 

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The line that I saw you use in the Memo Map has a simple, cute and organic feel that I think is perfect for what the brand stands for. I would like for us to draw icons for every branch in that style. In addition it would be good to draw a bank of dots, lines, and arrows etc. for all kinds of graphic material. 

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Below are outlines of two styles of brand patterns and one border that can all be used together. The border should feature elements of Pattern 1. Pattern 1 achieves a more thoughtful, sophisticated feeling while Pattern 2 is more light and friendly. Both patterns give a taste of the vast world of Mimochai; Pattern 1 being more about the lab while Pattern two speaks more to the School, Studio etc. 




Photography, graphic elements, and patterns are a unique opportunity to channel a brand's essence into something that will take the identity to the next level. Through this application, you can envision how the color, type, photography, and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context.

A contrast in web elements is created through calm, Ice Blue tiles paired with Mimochai photographs that are rich in color. I've added a sub-brand border where it's relevant to show you how the audience can relate to what part of the world they are interacting with. I simply called them "m"shop etc. to keep it visually simple and clean. It will most likely be displayed in a place where it's clear that it's a part of the Mimochai world. 

Overall, the brand identity reflects a friendly, whimsical, thoughtful and yet sophisticated and fresh feel that illustration and animation enthusiast can look forward to when interacting with Mimochai. 



Below are the collateral pieces for Mimochai, including Stationary, business card, flyers, web banner, Instagram tiles and youtube channel icons. 



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