MIINTO 2021

Visual identity

Project scope is to create a new visual identity for Miinto that resonates with our fashion-conscious customers and sublimates our high-end assortment of lifestyle products.

– New premium and versatile color scheme, usable across touchpoints (onsite, app, advertising, packaging, B2B materials)

– New modern and contemporary typography scheme, usable across touchpoints

– New logo without pay-off, usable across devices

Our target audience

The customer base of Miinto is diverse, driven by the reality that every individual is unique. That said, the primary persona targeted by the Miinto efforts going forward are defined as followed:

ABOUT

Gender: Female
Age: 25-44
Location: Living in a big city
Family situation: In a relationship
Job & income: Employed, mid-high income
Interests: Lifestyle, fashion, travel, food, wellness

Shopping patterns

Spending power
0%
LUXURY BUYER
0%
Impulsivity
0%
Loyalty
0%
Discount sensitivity
0%

Shopping preferences

Fashion-conscious, monthly fashion buyer, not fashionista/influencer

Challenges & pain paints

  • Availability of products (marketwide)
  • Findability of products (onsite)

Motivation & goals

Primary goal
Width of the assortment and exclusive items – with bargain opportunities

Secondary goal
Ease of navigation, Convenience

Primary font

Red Hat Display

To be used for main headlines, smaller secondary headlines, and blocks of text. Can be used with all weights, styles, sizes, and transformations. Red Hat should be used at all times to insure the unification of all material.

Secondary font

Roboto Condensed

To be used as a backup font for creating visual attention. If Red Hat does not work for a specific purpose then use Roboto Condensed. Only to be used with uppercase but can be used with all weights, styles and sizes.

Color scheme

MAIN COLORS

#FFFFFF

#EEE9E1

#DED6C8

#2A2A2A

#131313

ACCENT COLORS

#BA7967

#C6D8D3

Onsite

Frontpage-Logo-Redhat Frontpage-Logo-Redhat-D

Text on image example

CAPITALIZED TEXT

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Text on image example

CAPITALIZED TEXT

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Text on image example

CAPITALIZED TEXT

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

FIND YOURSELF

Brand identity

Clothing is for many people much more than just what they wear. Clothing has social and cultural functions that we use to define, differentiate, and express ourselves, as well as embody our occupation, gender, feelings, and much more. At Miinto, we don’t believe in fashion by algorithm. We don’t believe in standards and streamlining. We love and embrace diversity, and want everyone to be able to find what they need on our platform in order to express themselves.

This is made possible by our broad network of independent partner stores and brands throughout Europe, all having their own assortment and curatorial team and selling their products on Miinto.

Vision

Connect all fashion boutiques and brands in Europe, so our customers can find themselves.

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Packaging