Art Direction / Brand
Mimi’s Coffee & Bagels Brand World
Mimi’s came to me at the launch phase with only a base logo and two initial brand colours, lacking the visual assets, character, and structure needed to build a recognisable presence in a competitive street food market. The challenge was to transform these basic building blocks into a comprehensive, playful brand system that could establish strong local brand recall, drive customer loyalty, and adapt seamlessly across print, social channels, and physical vehicle livery.
I expanded the core logo into a complete, flexible visual identity built around retro pop-culture aesthetics. To give the brand immediate warmth and instant recall, I illustrated a vintage style bagel mascot that sits at the heart of the identity. Inspired by bagel toppings, I created a repeating seed pattern that could be used anywhere to unify the brand, whether physical or digital.
To ensure long term scalability across any medium, I established comprehensive color breakdowns allowing the identity to be directly applied to the client's mobile catering van, ensuring high visibility and brand consistency at outdoor events.
The new visual system successfully established Mimi’s as a highly recognisable, premium artisan food brand from day one. Armed with a cohesive, professional identity across all touchpoints, the business rapidly gained market traction:
Accelerated client growth, securing recurring bookings for high profile private events, festival pop-ups, and regional food markets.
Built a distinct, beloved local visual identity driving strong organic social media engagement and repeat customer loyalty.
