Mimiseev

A modern accessory brand inspired by the intricate embroidery patterns and vibrant colors of the Hmong culture.. A rich history weaved into its art. Each piece is handmade to bring joy, love, and confidence.

 

Business Problem

Mimiseev was one of many brands with online shops that sprouted during the start of COVID19 pandemic in the United States. As business grew, the owner of Mimiseev recognized the need to:

  • Distinguish Mimiseev from other similar brands.

  • Target an audience outside of her small, online Hmong community.

Discovery

Mimiseev is a reflection of its creator. The ideation of this brand is a combination of her family, rich culture, and love for making art.

  • Influenced by her mother and sister’s love for sewing and making Hmong paj ntaub (flower cloth).

  • Wants to connect, share, and celebrate her Hmong culture with others.

  • Current audience:

    • Total (840 FB followers): 88% women — 11% men

    • Majority age range: 25-34 year olds

 
 

Inspired Hmong motifs.

 

Solution

Rebrand Mimiseev to establish a modern, premium, Hmong inspired, and friendly accessory brand.

Approach

My role: Brand Strategist, Graphic & Packaging Designer

First, we set the tone of the brand and established Mimiseev’s mission and values. With that in consideration, the logo design incorporates elements from 3 symbolic Hmong motifs:

  1. The elephant’s foot symbolizing prosperity.

  2. The snail symbolizing family.

  3. The house symbolizing unity.

This encompasses the cultural background of the owner, her values, and similarities of new and returning customers.

The brand color palette consists of 4 main colors. The color selection exudes a feminine, exciting, and luxurious feel. For typography, we paired a serif and script typeface to show trust and friendliness that the brand brings to its customers. The product packaging design is simple and elegant to offset the vibrant, handmade products.

 
 

Outcome

We wanted to make sure Mimiseev wasn’t just another online Hmong shop. We wanted to give her customers a premium and trustworthy experience that would bring joy, love, and confidence.

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“I absolutely love the new brand of my shop. I feel like it has really sprung my business forward. I appreciate everything that was put into consideration during this whole process. Thank you so much Mai Lee.” — Bao Vang, Mimiseev’s owner