Year: 2023
Context: Academic collaboration, Aga Khan Foundation
Role: Identity Designer
Team: Three designers, with Maria Agrela and Marta Figueira

Mimos

A rebrand for Miminhos da Cheiloca, a small fashion and accessories boutique, developed directly with its owner through an academic collaboration with the Aga Khan Foundation.

Academic project with a real client

Challenge

The owner wanted something youthful and feminine. The shop needed one mark that could hold tags, bags, boxes and cards together and make the boutique easier to recognise.

Maria’s contribution

Worked directly with the owner; the feminine direction follows their preferences
Wordmark with a flower in place of the O, plus a circular secondary mark
Repeat pattern for wrapping paper and box linings
Packaging and retail applications: bags, boxes, tags, business cards

The identity and its applications are shared work by a team of three. Applications are shown as mockups.

01Identity

A bold, rounded wordmark keeps it legible at tag size. The flower carries the softness the owner asked for.

Primary wordmark and secondary circular mark.

Main, small-scale and secondary marks with their minimum sizes, from the brand book.

Repeat pattern of light pink flowers and circular marks on magenta — Wrapping-paper pattern built from the secondary mark, and a round hang tag.

Round pink hang tag with the circular Miminhos da Cheiloca mark — Wrapping-paper pattern built from the secondary mark, and a round hang tag.

02Packaging

Two shades of pink, one light and one deeper, across every surface, making even a simple box instantly recognisable as Mimos.

Open pink gift box lined with the flower pattern

Shoe box with patterned sleeve.

Business cards.