A fun and empowering brand identity for Mimi, designed to appeal to both kids and parents through kawaii-inspired characters and a clear, encouraging message. The identity delivered strong shelf presence and a cohesive visual and verbal world.

Scope

Brand Guidelines
Brand Identity
Brand Storytelling
Copywriting
Packaging
Tone of Voice

It’s a dream when a client arrives with a brilliant idea that fills a genuine gap in the market, which is exactly what happened with Mimi. The brand needed to appeal to children and parents simultaneously, with strong shelf presence, clarity of messaging and a tone that balanced fun with function. Ortolan was engaged to define this positioning and build a brand with lasting resonance.

Working across screens and states, we led a series of guided workshops to uncover the brand’s purpose and create a focused Brand Blueprint. At its heart was a simple idea: empower children to take charge of their own haircare. You got this became the driving message, brought to life through a suite of kawaii-inspired characters — non-gendered, expressive and full of positive energy.

Custom packaging was designed for immediate shelf impact, supporting growth through retail channels while appealing to families purchasing directly online. Mimi has since gained strong traction in Australia and internationally — a testament to a great idea supported by a clear brand platform and a tightly woven verbal and visual identity.