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.
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.
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 abstract brand pattern and spacious layouts.
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. I also added a Google serif font, Droid Serif, that can be used in layouts where more complex hierarchy is needed.
I've stayed true to the original color palette, but I added an earthy color for the Studio 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 Lighte 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. A darker gold tone has also been added in the Brand Guide. 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.
Lines and small icons in a similar style as the pattern to use for details. Feel free to add more icons and characters to this palette.
Pattern nr. 2 is a colletion of dry brush stroke elements. It looks fun, cheerful and it reminds us of the spontanious creative moments experienced by the artist or storyteller behind it all. Their abstract nature gives them a sophisticated flair. The elements can be used on their own creating a texture or as a pattern that covers a surface. Pattern nr. 1 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.
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.