MiniMi

Within the project, we developed a logo and brand book for the kids cosmetics brand Minimi, built on the ideas of tenderness, trust, and genuine emotion.
The visual identity is centered around naturalness and care — values that connect both with the children’s world and parents’ perception.

A key element of the brand is a mascot — a kitten’s face with different emotions, which became the main character of Minimi’s communication.
It was used to create a series of product labels, where each emotion reflects the mood and character of a specific cosmetic line — from playful to gentle.

The brand book defines the color palette, typography, logo and mascot usage, and overall principles for packaging and digital materials.