OVERVIEW

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

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. 

 
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Typography 

The friendly yet sophisticated vibe comes to life through the use of typography. The main typeface in use is called Poppins, a clean, friendly and warm Google font that comes in many weights and styles.

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COLOR

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. 

 COLOR PALETTE AND MIMOCHAI SUB-BRAND LOGO/BORDER

COLOR PALETTE AND MIMOCHAI SUB-BRAND LOGO/BORDER


ICON & GRAPHIC STYLE

Lines and small icons in a similar style as the pattern to use for cute details. 

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PATTERN

Pattern 1 is a colletion of watercolor elements. The elements can be used on their own creating a texture, like shown below, or as a pattern that covers a surface. Pattner nr. 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. 

 FROM LEFT: PATTERN 1 AND PATTERN 2

FROM LEFT: PATTERN 1 AND PATTERN 2


APPLICATION

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.

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. 

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