SHIBULERU
Intelligence x Design
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Identity and packaging system for infant products.

A VISUAL IDENTITY FOR AN INFANT PRODUCT STARTUP

A newborn baby is the most precious of all things on this planet. The sophisticated brand, mimijumi, offers a range of products that go hand in hand with the exciting experience young, fashion forward families will have. We designed the entire brand foundation and visual identity of mimijumi.

 
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PACKAGING DESIGN BASED ON SUPPLY CHAIN AND LOGISTICS

When we started with the primary and secondary packaging desig for the baby bottles and replacement nipples we considered the end user out of box experience as mimijumi was shipping direct to users. Equally important was to design a system built around global supply chain and logistics. Combining a great user experience and streamlined logistics reduced complexity and built the brand from the first shipment.

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APPROPRIATE LOGOMARK FOR FUTURE GROWTH

The mimijumi logomark refers to the joyful and emotional experience of parenthood. The dots of the i’s seem to jump happily over the mark which adds a hint of humor. The soft typeface reflects human friendliness while the merged letters play up the notion of refinement with a quirky twist. The footprint of the trademark is compact while still light in appearance. It works in positive space as well as negative and as outlines only. The design was chosen to become a platform for any kind of infant product starting with feeding then growing into other markets such as cleaning, apparel and more.

 

 

 
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CAMPAIGN DESIGN

The mimijumi brand campaign is built on Swiss graphic design from the 60s and 70s without being retro. mimijumi creates its very own visual appearance that looks shockingly quiet yet refined.

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SECONDARY ASSETS

We avoided well trodden children imagery every other infant related brand uses. instead, we built on the clean lines and quality of the product and designed every touchpoint with humor and craft.

SHIBULERU TEAM

Lukas Scherrer, Maria Pitallano, Mike Hester

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