Branding from the very beginning.

When minna began, it had no name, no story, not even an ethos that we could articulate. But there was an idea.

We worked together to take a wonderful idea and vision for a new juvenile product and transform it into a fully developed brand narrative and visual identity. Walking the client through their values and the values of their would-be consumers, we pushed toward a brand that was true to their idea and connected with their potential consumers.

We worked with them to uncover their story, create a name, translate their values into a tagline, and use their brand narrative to design a visual presence that would help them stand out and stand in their truth in the midst of a crowded marketplace.

Focusing on thoughtfully designed juvenile products that were designed to seamlessly blend simple function with complementary aesthetics, our goal was to create a brand narrative and identity that organized around the idea of getting back to the basics in a less than basic way. We focused on “new neutrals” like navy and dark purple for a timeless feel and infused elements of whimsy to connect with buyers getting ready to embark on the adventure of parenthood.

Unfortunately all of this work was done right before the global shutdown due to Covid-19, and the client lost their funding for the project. But we know that good ideas are good ideas regardless of the timing, and we look forward to working with them to develop the brand further when the timing is better.