MiMo produces plush toys that support the well-being of children by providing authentic and relatable characters and stories. They strive to enhance the bond between children and their families by creating toys that support the uniqueness of every child and promote acceptance. MiMo shows the same concern for our environment, producing quality, earth-friendly products that are minimally packaged and stuffed with recyclable polyfill.
To create a brand identity that expressed the playful nature of their plush toy products. During the discovery phase, we explored different visual approaches and landed on a bold, fun, colorful, and modern vibe.
We incorporated playfulness into the logotype by using a varied color palette and offsetting the layers of each element while maintaining a sense of organization that appealed to the secondary target consumer – the parents.
Every character of the MiMo crew has its own personality that’s vibrant in its own way – from Zoey the Spirited Bunny to Hamlett the Curious Pig. So we chose colors that were bold, yet fun and inviting. Headers in Baileywick Gothic spark curiosity in kids and parents while Montserrat provides easy legibility in body copy.
We designed a small e-commerce site highlighting the personalities of the MiMo gang and inspiring wonder in children.
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