Mimi Haircare for Kids

Playful self-care for kids

It’s a dream when a client comes to us with a brilliant idea that fills a gap in the market, which is what happened with Mimi — a solution for kids who hate washing their hair, and a lifeline for parents who hate it even more. Ortolan was tasked to position the brand to appeal to both audiences, have a strong shelf presence and clear messaging.

Over screens and across states, we led guided workshops with our client and returned with a strong brand blueprint to create a single minded focus. By empowering children to take care of their own hair, ‘You got this’ became our focus for Mimi, brought to life through a series of cute, kawaii inspired faces. The non-gender specific characters are fun, playful and full of positive energy.

Bespoke packaging has a striking shelf presence, lending itself to growth through
retailers as well as appealing to families shopping directly from the brand website.

Mimi has taken off in Australia and internationally thanks to a great idea and a strong brand platform that was stringently woven through tone of voice, social and a strong verbal and visual identity.

'Words can’t express how grateful I am for all your hard work in bringing Mimi to life. The result is beyond my wildest dreams. Your team got my brief from the beginning and together we have created a brand that will make a difference.'

Emma Mackenzie — Founder