Mimi
Visual Identity
Waves of Innovation for Curly Hair
We partnered with a UK-based startup to create a distinctive brand identity for Mimi, an innovative at-home hair hydration device specifically designed for women with curly hair. The brand introduces groundbreaking technology that simplifies the typically complex treatment process for curly hair. Our challenge was to develop a visual identity that would communicate both the product's technological innovation and its nurturing benefits.
The logo design features a flowing, wave-like pattern that elegantly represents both the product's hydration function and the natural movement of curly hair. We selected a soft, dusty rose palette that feels sophisticated yet approachable, striking the perfect balance between beauty tech and self-care. The clean typography and minimalist aesthetic position Mimi as a premium solution while ensuring the brand remains welcoming. The identity extends seamlessly across packaging, product design, and promotional materials, creating a cohesive brand experience that helps this pioneering startup stand out in the competitive beauty tech market. The result is a brand that feels as innovative as the technology it represents while speaking directly to the needs of its curly-haired audience.
