mini mioche // brand identity evolution (toronto, on)

the project: Wordmark refinement and brand icon creation for mini mioche ahead of the new brick and mortar Toronto store

my role: Creative Director and Design Consultant

Evolving the brand identity for mini mioche—an ethically made-in-Toronto apparel brand— I translated their playful, no-bullshit ethos (people + planet + play > all) into an ownable visual system. Building on their existing use of emojis, I developed a bespoke brand mascot: a confident, smiley-faced planet framed by stitching to honour the brand's commitment to quality and craft. Currently nicknamed “Happy Planet” by the owner, Jacquelyn Corbett’s own kids.

• phase 1: Designed a versatile, stacked execution of the primary brand identity.

• phase 2: Created a modern, fun brand icon designed to bring personality, playfulness, and cohesion across all applications.