MI-Ji Brand Bible (Extensive Corporate Edition) by sebwebber

08.18.21 BRAND GUIDELINES | ROUND #10

Brand Strategy

The History

Anita has been in the industry working hands on for 20 years. It’s all about her experience and exposure that sets her apart and why her new skincare products and wellness app will be a game changer.

She has a passion for skincare, its a vulnerable situation and she makes you not feel judged, makes it easy to understand. She is very honest and says, “it might be a lot of work, but its achievable.”

She makes you believe that the outcome is obtainable and helps set realistic expectations. It’s a judgement free zone that is all about transparency, honesty, sustainability and giving back in the community.

“Beauty has no boundaries.” - Anita Chan

NEED TO WRITE FROM LINK SENT

what are you? An app that pairs proven skin care products with daily affirmations. Simplifying self-care routines and improving mental wellness.

You’re scientific, formula driven, all about self-care, self-love, the diamond in the rough.

Mi = beauty Ji = time

Miji = beauty time

In Japanese, there is a culture of Kanji which is a set of characters that originated from Chinese characters, and the meaning of the name changes according to the choice of Kanji characters. The greater number of kanji variations, the more common name is in Japan. On the other hand, a name with a few variations of kanji is unique and not very familiar to Japanese people.

*NEED TO WRITE // WORK IN PROGRESS

MIJI - Beauty time is all about taking time for wellness, a time out with quality, custom products and a sweet escape through a meditative app experience........

Still Working On Writing ...

Miji

the problem

Establishing

skin care routine

complicated. 2// Maintaining a daily self-care routine

time consuming and overwhelming. 3//

1//

an effective

is daunting and

Ever increasing time demands and distractions prevent mindfulness which is a critical compontent of mental and physical well-being.

the solutions GPS for your skin. Considered an invaluable, essential tool for achieving a successful daily practice “Essentials and routines for everyone, everyday.”

Organized skincare routine with guided affirmations, we help you stay on track & hold you accountable. Personalized skincare regimen with science backed advice, information you can trust. Track progress of skin health and mental wellness. Community building & gamification

market validation 1.08 BILLION Personal-care, beauty & anti-aging 6.4% ANNUAL GROWTH Wellness market grew between 2015-2017 2 BILLION Investors are betting on the wellness market

Brand Spirit

A lover sees beauty in the world and is attracted to things that enable them to experience life fully.

LoverPRIMARY ARCHETYPE: LOVER BELONGING

THE

FIVE VALUE

WORDS: Passionate Indulgent Instinctive Emotional Compassionate

Archetype Quote: “Beauty is whatever give you joy”

Motivation: Beauty Need: To be attractive Fear: Being undesirable Behavior: Surrounds themselves with people and things they love, tries to become more attractive to others, tries to please others.

LoverPRIMARY ARCHETYPE: LOVER BELONGING

Your brand promise is about human connections, compassion, and building intimate relations. Your Brand wants to belong to something bigger than just a product or service. They want to see your vulnerabilities. Show your beauty and understanding of their struggles and make them relatable.

The Lover feels compassion and a desire for real closeness with others and is often praised by those around them. Their primary motivation centers around intimacy and fostering deep connections with the people around them.

The Lover is the idealist, romantic, harmonizer, partner, or connector. The Lover thinks of themselves as being wonderfully appreciative of others. The Lover wants to look good. They have an underlying desire to attract, give love, and express affection in indulgent ways. The Lover is honest, shares vulnerabilities, and cement relationships. They are more emotional, and they are attracted to beauty, elegance, and quality.

“Beauty is whatever gives you joy.”

A magician sees the world as a system and is attracted to things that will help them change , transform or heal .

Magician

SECONDARY ARCHETYPE: MAGICIAN DYNAMIC

THE FIVE VALUE WORDS:

Adaptive Insightful Persuasive Dynamic Magnetic Archetype Quote:

“Where there is a will, there is a way.”

Motivation: Change Need: To transform Fear: Being undervalued Behavior: Inquires about the world around them, sees the world as a system, achieves unbelievable feats.

Magician

SECONDARY ARCHETYPE: MAGICIAN DYNAMIC

Your brand promise is about transformation, being adaptive, and a catalyst for change. Your brand brings a sense of transformation to everything your brand does and touches. The brand brings something new and innovative to the world. The brand is never static, and it’s always moving and dancing with systems and patterns.

Magicians are visionary at their core. Magicians are the movers and shakers who work hard once they have their mindset on a goal. They are always looking at the newest, most significant happenings and don’t mind taking a calculated risk if it means transforming an industry or getting rid of an outdated practice.

The Magician is known for being a visionary, a catalyst, an innovator, a shaman, or a healer. As a scientist, the Magician probes the fundamental secrets of the universe, psychologists studying the workings of human behavior, and gurus offering to share their spiritual success secrets. They desire personal transformation, to change people, organizations, or society. They want the promise of transformation, expansion, or transcend consciousness. It’s a psychological component in a new or contemporary world.

“Where there is a will, there is a way.”

Play is a source of enjoyment , amusement , and release . It is a treat , a break from the mundane , a sought-after element to balance our lives

Play

STRATEGIC BRAND DIRECTION: PLAY BELONGING / DYNAMIC

Key Points:

Customized

Easy to try, intuitive to use Playful, friendly, shareable Mix and match Interactive

Not too complex

Brand Superfans

Based on the psychology of the Lover and Magician brand archetypes,

your ideal clients are Explorer & Ruler.

An explorer sees an open road in front of them & is attracted to experiences that make them feel independent & free.

SUPERFAN THE FIVE VALUE WORDS: Inquisitive Self-Reliant Spontaneous Adventurous Independent Archetype

Quote: “Don’t fence me in.”

Motivation: Adventure Need: To constantly seek Fear: Being repititious Behavior: Seeks out new things, seeks cultural enrichment, strives for continual self-improvement.

Explorer

The Explorer customer starts with the story. How will they break from mundane lives to the adventurer that lies within. The promised land is a place where they can be true to who they are and be independent. Share adventures or services that offer a way for them to experience different places, whether virtual or real. They seek authenticity and a product that helps them express their individuality.

To service the Explorer:

• Give them a product that helps them feel free or pioneering

• Give them a product that is rugged and sturdy or appropriate for use in nature, or on the road

• Give them a product that helps them express their individuality

• Give them a products that can be purchased or consumed on the go

Explorer

A ruler sees only the best in the world & is attracted to experiences that meet their high expectations.

SUPERFAN

THE

RulerFIVE VALUE WORDS:

Powerful Unflappable In-charge Demanding Dominant Archetype Quote:

“Power isn’t everything. It’s the only thing.”

Motivation: Power Need: To be in control

Fear: Losing control

Behavior: Takes control of situations, creates predictable and stable experiences, seeks success and prosperity.

RulerThe Ruler client wants to be in control. They are incredibly responsive, and they juggle many important things. Ruler products help them be managed in an expedient way and reaffirm the client’s power and status.

To service the Ruler:

• Offer high status product used by powerful individuals

• Give them CONTROL!

• Give them very clear steps to achieve success.

• Give them a service that offers technical assistance or information that maintain or enhances power

• Give them a product that offers stability, safety, and predictability in a chaotic world

Superfan Framework BRAND

Lover: Passionate Indulgent Instinctive Emotional Compassionate

Magician: Adaptive Insightful Persuasive Dynamic Magnetic

SUPERFAN

Explorer: Inquisitive Self-reliant Spontaneous Adventurous Independent

Ruler: Powerful Unflappable In-charge Demanding Dominant

Target Market

PRIMARY:

Mindset - Gender-neutral, ageless and diverse with a care for technology, travel, health, wellness and sustainability.

Millenials from youngest to the oldest age cutoff are our primary market, they're still learning and seeking more natural beauty products and self-care apps, they still need guidance versus it being apart of their lifestyle growing up like Gen Z.

Stay-at-home mom, it’s hard for her to stick to a routine, she needs help. She juggles her time between younger children and elder parents. Self-care needs to be more of a focus because she’s seeing more sun, age spots and possibly going through menopause.

SECONDARY:

Gen Z in particular is already thinking about wrinkle prevention, they love the Sonic-Care app, they get badges and rewards so they love the gamification component. But not a pre-teen, not someone who shops at Walmart.

Father/daughter or mother/daughter that teach their young kids about self-care and skincare.

NEED TO EDIT BASED ON ADDITIONAL STRATEGY WORK FROM ANITA ...

consumer needs & mindset

NEED TO EDIT BASED ON ADDITIONAL STRATEGY WORK FROM ANITA ...

1// Teenagers who are just starting to learn how to take care of their skin & need guidance outside of family members. 2// Adults going through hormonal and lifestyle changes. Skin-care & mental wellness becomes too time consuming & overwhelming but is the most needed. 3// Menopausal stage for women, huge shift in their body & relearning how to care for it. Men become more vain & begin to put more focus on themselves rather than fully engaged in career.

Competitor Landscape

competitor differentiators 1// Play auditory affirmations and meditations tied to each product for a mind and body connection during AM and PM routine. 2// Participate in skincare challenges with friends and community to stay motivated. 3// Questionnaire to understand skincare needs and lifestyle well-being. 4// Organize and educate on customized skincare regimen, products, and techniques.

COMPETITORS:

DIRECTApp Space: Set List Beauty Selfmade Respekt FeelinMySkin Skincare Routine Beauty Products: Naturium - not for aesthetic but for science and quality.

INDIRECTApp Space: Headspace Sonic-Care

Beauty + Wellness Products: See Scale... * = not in beauty but in the industry of wellness / mood altering

brand landscape commercial Target Ouai Glow Recipe Tower 28 Summer Fridays Kiehls Naturium The Ordinary extremely clinical

True

Dermaesthetics Beverly Hills Skinceuticals iS Clinical Fresh Beauty *Kin *Moon Juice Sunday Riley MZ Skin

personality

heart

Botanicals

premium

YOUR BRAND: doctor office science made consumer friendly but elevated in design and art direction.

Muses

our

everything we create. Does it fit their

Muses embody the brands spirit. We should keep

muses in mind with

personality and outlook?

muse spirit

Humans that embody the Miji brand spirit have a lust for life.

Ageless, funny, kind, easy-going, confident and self-aware. People on an inspiring journey: comedians, activists, artists, explorers, entrepreneurs, thinkers, doers, dreamers.

original, diverse, holistic, adventurous, mindful, body positive & can make fun of themselves, environmentally friendly, transparent, honest, not afraid to be themselves, someone who is always looking to better themselves.

paloma elsesser adut akech dan levy chrissy teigen billy eilish hunter schafer zoë kravitz jonathan van ness barbie ferreira awkwafina michelle obama meena harris indya moore tracee ellis ross iris apfel

Brand Messaging

*Note this brand messaging section and tone of voice needs to be developed by a copywriter and is a work in progress.

Strategy Wordlist: Loving Compassionate Passionate Insightful Ritualistic Spiritual

tone of voice

Message Inspiration:

Lover

• Love and Live

• Open up, Let go of control and Feel Fully Alive

• Dare to sit in your darkness, to find the ever-shining jewel of being fully alive within

• Dare to dive deep into self love

Magician

• If you can dream it you can do it.

• Go with the flow.

• We cannot become what we want by remaining what we are

Brand Identity

Design Principals:

Elegant

sophisticated in style, premium ingredients means a high-end, chic design aesthetic through every touch point of the brand.

Refined

we are thoughtful and meticulous in every decision we make from product science to our design system.

Approachable

even though we have a refined, elegant approach to every output, we are always approachable and never alienate consumers.

Simplified

//

Minimalistic every creative decision we make should evoke a sense of ease, easy to try and intuitive to use, a thoughtful, unfussy and clean approach to everything we do.

Balance striving towards understanding and enlightenment. We are humble while being sophisticated and playful.

Surprise

Play

balanced with our elegant sensibilities should always be an unexpected, fun surprise. It’s all about the little details.

friendly, shareable and we aren’t afraid to take risks. Balancing our elevated aesthetic with a bit of fun and cheekiness.

Happy it is our mission to make people feel more balanced and live a happier life through our platform and products, our design should also reflect this mindset.

Intentional every decision we make serves a purpose for ease of use, simplifying skincare needs and balancing sophistication with functionality.

NEED TO DO FINAL WRITING REVISIONS

...

Design Aesthetic Miji

The brands design direction should have a direct thread connecting it to the brand spirit. It should evoke magical, romantic, dynamic and luxurious feelings while balancing a modern simplicity, ease and playfullness.

Miji is all about taking time in the now to find your moments of bliss, relaxation and self-care. An escape is at your fingertips so you can live your best life.

A luxurious, refined, play on purity & cleanliness.

Our color evokes tranquility, freshness, happiness, a sense of originality, energy.

a complete look at all colors both core and secondary together as a family.

all our miji colors chosen have a direct relationship to colors found in nature and each evoke strong tranquil and passionate emotional states of well-being aligning with miji's desire for people to take a moment for mental health, self-care and "beauty time".

all of our miji colors align with our brand strategy and design principals through evoking feelings of elegance, approachability and a timeless aesthetic balanced with beautiful, playful, romantic pops of comforting, warm nudes. our lush, calming, cool green-blues add a freshness and purity that evokes zen feelings, while our signature dusty lavender grays add a refined, spiritual touch. miji green is our touch of happiness and surprise in the system and feels like an energizing reminder to take time to do things that make you happy. overall the pallete is aiming to feel gender-neutral and always balanced with negative space with the more neutral, simplified colors.

this color palette is a wider range of colors to add playfullness to the system and allow for a variety of colors to be used to convey a wider range of emotional states in a person, sensory components in products/ ingredients and seasonal emotions. in addition, the key color families below all have alternative shades to play with both light and dark shades within that color family, this allows tone on tone designs to be used to add sophistication to the design system.

black white

zen botanical & algae freshness nature & environment

refined dusty lavender spiritual cool

compassion roses sophistication growth

tranquility cloudy ocean trust integrity core core core core core core

Color | Overview

surprise energizing happy unique

warmth skin tones playful passion

our miji core colors are a more restrained color palette of the 6 colors below to be used as the primary colors to gain brand credibility and recognition.

our classic, refined deep blues in Abyss and Algae are used as alternatives to dense black and they are a reminder to miji's commitment to natural ingredients, the environment, sustainability and deep feelings of zen. our soft Dusty Lavender and Nude Rose are inspired by botanicals, budding rose buds and lavender plants. they are a warm, refined contrast in the core system and ties in miji's committment to encouraging growth in individuals, compassion towards its customers skin and self-care journey and a nod to refinement in product science.

our miji signature green is the surprise and delight in the brand, it embodies originality and energy, while it is used as an accent color miji green is a powerful reminder to take time to find your happiness and take a moment of time to re-energize yourself. for this reason we use our miji green as a key color signature in our dots in the miji "ji" meaning "time". miji = "beauty time"

Brand

Color |

Core

Color Abyss RGB 3 20 59 CMYK 100 92 41 55 HEX #03143b Color Algae RGB 0 86 93 CMYK 92 50 53 29 HEX #00565d Color Miji Green RGB 198 255 2 CMYK 27 0 100 0 HEX #c6ff02 Color Miji Soft Green RGB 216 255 162 CMYK 16 0 48 0 HEX #d8ffa2 Color Dusty Lavender RGB 215 209 218 CMYK 14 15 7 0 HEX # d7d1da Color Nude Rose RGB 253 239 236 CMYK 0 6 4 0 HEX # fdefec >>> Light >>> Pop to be used as a secondary option to Miji Green or for a flood of color >>> Pop to be used as accent only, never a flood of color >>> Dark >>> Dark Color Proportions 40% White Negative Space >>> Light 30% Light: Nude Rose or Dusty Lavender 20% Dark: Abyss or Algae 10% Light: Miji Green Miji Soft Green

ALT Green | Yellow Color Abyss RGB 3 20 59 CMYK 100 92 41 55 HEX #03143b Color Algae RGB 0 86 93 CMYK 92 50 53 29 HEX #00565d Color Miji Green RGB 198 255 2 CMYK 27 0 100 0 HEX #c6ff02 Color Miji Soft Green RGB 216 255 162 CMYK 16 0 48 0 HEX #d8ffa2 Color Dusty Lavender RGB 215 209 218 CMYK 14 15 7 0 HEX # d7d1da Color Nude Rose RGB 253 239 236 CMYK 0 6 4 0 HEX # fdefec >>> Light >>> Pop to be used as a secondary option to Miji Green >>> Pop >>> Dark >>> Dark #2 New tweaked colors with more yellow #1 New tweaked color, in between the two colors #2 New tweaked colors with more yellow in family Original Colors >>> Light

#2 New tweaked colors with more yellow #1 New tweaked color, in between the two colors Originals Color | Abyss RGB 3 20 59 CMYK 100 92 41 55 HEX #03143b Color Abyss RGB 3 20 59 CMYK 100 92 41 55 HEX #03143b Color Abyss RGB 3 20 59 CMYK 100 92 41 55 HEX #03143b Color | Miji Green RGB 198 255 2 CMYK 27 0 100 0 HEX #c6ff02 #1 #2 Color | Dusty Lavender RGB 215 209 218 CMYK 14 15 7 0 HEX # d7d1da Color Dusty Lavender RGB 215 209 218 CMYK 14 15 7 0 HEX # d7d1da Color Dusty Lavender RGB 215 209 218 CMYK 14 15 7 0 HEX # d7d1da

#1 New tweaked color, in between the two colors

#2 New tweaked colors with more yellow #2 New tweaked colors with more yellow

#1 New tweaked color, in between the two colors

Original

#2 New tweaked colors with more yellow

New tweaked color, in between the two colors

New tweaked colors with more yellow

Original

#2 New tweaked colors with more yellow #1 New tweaked color, in between the two colors Original CRE A M M HSU R O O M CRE A M M HSU R O O M CRE A M M HSU R O O M BOTANICALS BOTANICALS BOTANICALS Super Rich Mushroom Powder Super Rich Mushroom Powder Super Rich Mushroom Powder whipped vitamin-rich lorem shitake butter cream whipped vitamin-rich lorem shitake butter cream whipped vitamin-rich lorem shitake butter cream 8 fluid oz. 8 fluid oz. 8 fluid oz. M U HS R OO M M U HS R OO M M U HS R OO M C R E A M . . . C R E A M . . . C R E A M . . . .

Color | Brand Secondary

to be used as a secondary system in the brand eco-system and with purpose. these colors should help convey seasonal relevance, a specific campaign aesthetic, various moods or emotional states, ingredients and sensory experiences of using the product. surprise energizing happy unique

tranquility cloudy ocean trust integrity

zen botanical & algae freshness nature & environment

refined dusty lavender spiritual cool

compassion roses sophistication growth

warmth skin tones playful passion

Core & Secondary Colors

Secondary Colors

Layout

Our design layouts like our art direction should always feel dynamic, we should push negative space & a premium editorial aesthetic.

always push for an

between full-bleed, immersive, heroic layouts or framed with a generous amount of negative space or dynamic layouts with strong sensory pairings or imagery that tells a deeper story.

pixel widths and layout examples are shown as a starting point to the design system, exact templates need to be created and further layout exploration should be explored.

>>> Immersive Layout Full-bleed, heroic layout >>> Framed Layout Wide, inset borders, editorial feel >>> Thinnest Frame Centered Image Frame Style Examples >>> >>> Extreme Thick Frame Centered Image >>> Thinnest Frame with Thick Top & Off centered Image >>> Thickest Top & Bottom Frame Centered Image >>> Dynamic Layout Push composition by playing with an overlapping or grided collage. Imagery chosen should push sensory

of campaign imagery pairings that

storytelling

Roughly 40 px top + bottom Roughly 60 px top + bottom Roughly 75 px top 20 bottom Roughly 100 px top + bottom 25 px sides 35 px sides 25 px sides 0 px sides >>> Overlapping Collage >>> Grided Collage >>> Grided Collage Roughly 40 px top + bottom Roughly 0 px top + bottom 8 px sides 15 px left + 60 right side Roughly 20 px between images

Layouts should

editorial feel. alternating

*note:

or a variety

add depth and

to the layout.

at times, dynamic, collaged film photography can be used solely or mixed with digital imagery to add a more textural, romantic aesthetic and to tell a deeper brand story that composes sensory, science, "in the lab" or botanical imagery from our art direction styles.

>>> Collages can play with mixing film strips to show campaign movement + portraits of the skin or body + environment & full-body to set a complete mood of a shoot.

>>> Collages can also include a series of imagery flowed into a grid to show progression of mood & personaliies or a series of movements.

>>> Collages should play with strong color stories while combining a mix of various types of imagery for a more dynamic layout, ex: portraits, body details, sensory imagery, nature imagery, stills etc.

Logo

Aligning with our Miji brand strategy and design principals our Voyage logo balances romance, a need for escape and its imperfectly curvy, just like a road-trip. Skincare and mental health is a journey and its not about perfection. Voyage has a sturdy base grounded in refined science contrasted by adventurous, calming delicate hairlines for maximum contrasts. It is a robust typeface with various playful, happy and refined ligatures.

Voyage feels like a beautiful escape just like the Miji brand. It combines simplicity with fantasy elegance.

Logo | Primary

the letterforms for the Miji logo in Voyage touch on various aspects of the brand. from the sturdy, geometric base forms aligning with Miji's solid base in science and the emotional base it provides in the app. to the supportive, kenetic, curvy j that stretches along the base to support the logo just like the support Miji offers to it's consumers skin and wellness journey.

the mi in Miji plays with the concept of structure, routine and celebrating taking a moment for beauty through the playful, custom geometry in the triangular first i swash.

the "beauty" concept in mi is connected to ji, "time" through a kinectic, energetic center dash that ties the two nouns together making them actionable verbs (beauty time), reminding us to take time for ourselves, from a moment of meditation to reserching a new skincare routine. the design in ji "time" embodies taking that quiet moment for yourself, whatever that means for you.

the elegant, organic m and j delicate hairlines evoke moments of calm, self-care pauses woven into the scientific routine of the rest of the architectural geometry.

Kanji below: mi = beauty ji = time

Voyage Regular

Custom Kerning mi: 20 dash & ji: -20 Altered i swash Heavy dash

Medium thick j

Voyage Regular Custom Kerning mi: 20 dash & ji: -20 Altered i swash Heavy thick dash Medium j thickness PRIMARY LOGOS CORE LOGO COLOR SYSTEM Color | Abyss RGB 3 20 59 CMYK 100 92 41 55 HEX #03143b Color | Miji Green RGB 198 255 2 CMYK 27 0 100 0 HEX #c6ff02 Color | Dusty Lavender RGB 215 209 218 CMYK 14 15 7 0 HEX # d7d1da

Logo

Spacing & Size

in order to maintain the integrity of the logo, a minimum space should be kept clear from other graphic elements at all times. this clear space is defined here in pixels.

the Miji logo should never be hard to read or recognize. minimum sizes for print and digital are shown to retain legibility in all communications. further sizing may need to be defined more during design testing.

Minimum Logo Spacing >>> Minimum Logo Size Digital >>> Minimum Logo Size Social >>> Minimum Logo Size Print >>> At least 50 px At least 50 px At least 50 px 40 px wide at 72 dpi .50 inches wide 30 px wide at 72 dpi At least 50 px

Logo | Color Usage

these color combinations have suitable contrast for use across a wide variety of media and formats. when placing our logo on a photographic image, ensure it has appropriate space and consider the logo’s contrast against the background color. high level examples are shown here.

Dusty Lavender logo on Abyss background Dusty Lavender logo on dark photo background Dusty Lavender logo on Black background Abyss logo on Dusty Lavender background Abyss logo on White background Abyss logo on light photo background

Logo | Don'ts

the success of the brand depends on the Miji’s logo maintaining a consistent appearance in all communications. in order to preserve the integrity of the logo, the following examples illustrate how it should not be used.

Don't rotate

Don't stack

Don't place in a container

Don't place logo on a busy photogenic background

Don't apply any effects

Don't outline

Don't alter the color of the logo outside of specified branding

Don't place logo on a complicated grids or backgrounds

Don't place logos on low contrast backgrounds

Primary Logo | Usage

PRIMARY LOGO VERSIONS: USAGE EMAIL / OOH / OTHER

PRIMARY LOGO VERSIONS: USAGE EMAIL / OOH / OTHER

PRIMARY LOGO VERSIONS: USAGE PRINT

PRINT PRIMARY LOGO VERSIONS: USAGE

PRINT PRIMARY LOGO VERSIONS: USAGE

Secondary Logo

Logo | Secondary

in instances where the logo needs to be placed in more traditional, hard-to-read creative outputs you may use a solid neutral color palette in all black and white or miji green dots + black and white.

Voyage Regular

SECONDARY LOGO IN NEUTRALS

Custom Kerning mi: 20 dash & ji: -20 Altered i swash Heavy thick dash Medium j thickness

BLACK AND WHITE

Secondary Logo | Usage

secondary color logos should be used with purpose outside of using the brands core logos. in the secondary logo system the ji dot colors along with the rest of the miji logo can be various colors within the brand core and secondary color palette. the secondary colors should specifically be used for special occasions and to play further with concepts of seasonality, product attributes, special campaign launches, collaborations or to push sensory specific stories.

SECONDARY LOGO COLOR EXAMPLES CORE & SECONDARY COLORS Logo | Secondary

Example: Immersive, full-bleed imagery can be used to show a beautiful, sensory, nature image that highlights the feeling of a new seasonal campaign paired with a special warm Miji logo that evokes the color and texture of a new product material and/or a new fresh spring palette.

Example: A dynamic, collage with a mix of imagery that highlights various summer images from a campaign is shown here. Mixing detailed nature or product textures with a full-body of skin plus a close up portrait of someones face or body using the product creates a more dynamic layout and tells a deeper story. Color in the wash of Soft Miji Green plus the hits of other various greens and cool tones in the imagery and logo colors tell a sophisticated, visually appealing summer color story that adds cohesion.

Example: A textural, romantic series of film photography can be used in sequence to tease a special collaboration or fall launch. Color in logo and colored backgrounds can be used to play with our monochromatic light and dark shades of color within a specific color family. Color can also be used to uniquely define a collaborator or talents personality or product details for that collaboration,

SECONDARY LOGO VERSIONS: USAGE EMAIL / OOH / OTHER

PRINT SECONDARY LOGO VERSIONS: USAGE

PRINT SECONDARY LOGO VERSIONS: USAGE

Typography

evokes magical, romantic, dynamic and luxurious feelings while balancing a modern, playful aesthetic that surprises the viewer with its variation in forms. Ogg has a lush design and can hold its own in simple designs yet feels editorial and fashionable but not stiff. Ogg is a refined, classically beautiful, design centric, versatile family of font styles that feels like an escape, a stunning vacation with moments ranging from blissful simplicity to an unexpected, arousing rendevous, just like the variation in emotional states that Miji provides.

BRAND FONT FAMILY: Primary Typeface // Ogg Secondary Typeface // Sohne Briet We should be using our primary typeface ....

Primary Typeface Ogg Family Ogg Ogg Medium Ogg Medium Italic Ogg Bold Ogg Bold Italic Ogg Thin Ogg Thin Italic Ogg Light Ogg Light Italic Ogg Regular Ogg Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890

Ogg

BRAND FONT FAMILY: Primary Typeface // Ogg Secondary Typeface // Sohne Briet Sohne Briet Extraleicht Sohne Briet Leicht Sohne Briet Buch Sohne Briet Kraftig Sohne Briet Halbfett Sohne Briet Dreiviertelfett Sohne Briet Fett Sohne Briet ExtraFett ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 We should be using our secondary typefaces when laying out longer small body copy, all-caps captions or when listing ingredients or botanicals. When thinking about the typographic system for Miji I chose the below to balance out our design system. Exact use cases for each typeface will be established once a direction is chosen. Sohne Briet is

evolution

Grotesk

Briet with

refined,

brands

Secondary Typeface Sohne Briet Sohne Briet

a clean, modern, more human

of Swiss sans serif typefaces, it was designed based on classic typefaces like Akzidenz-

and Helvetica. It acts as a smart, fresh balance to the lush, elegant Ogg system. Overall, Sohne

it's play on width offers a more

scientific aesthetic to the

system.

Typographic | Usage

Super bouncy cloud cream light as a feather.

calm, bliss, arouse, lift, awaken, conjure, evoke Hello lorem,

WRAP YOUR BODY IN PINK DREAM BODY CREAM.

Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream. Treat your body with the same love, attention, and powerful actives found in your daily skincare routine. This luscious body cream is whipped with vitamin-rich watermelon seed butter, naturally smoothing hibiscus AHA, soothing watermelon extract, and multi-weight hyaluronic acid for deep moisture and ultimate comfort. The deliciously creamy lotion leaves skin baby-soft and with a healthy glow.

Ogg Bold & Regular & Light Italic

0 kerning +4 leading 48 weight 52 leading

*when laying out poetic words with a lot of variation in styles additional leading may be needed Ogg Thin & Regular Italic & Medium Italic & Bold & Bold Italic

0 kerning +8 leading 48 weight 56 leading Ogg Medium Italic & Thin 0 kerning +4 leading 42 weight 46 leading

Sohne Briet Halbfett All-Caps 100 kerning 12 weight

Sohne Briet Buch Body copy 50 kerning 10 weight 14 kerning

This luscious body cream is whipped with vitamin-rich watermelon seed butter and naturally smoothing hibiscus with the Watermelon Glow Pink Dream Body Cream.

CLOUD CREAM

Meet Meet

CLOUD CREAM

Meet Meet

CLOUD CREAM CLOUD CREAM

Sohne Briet Weights: Halbfett Dreiviertelfett Fett Extrafett 200 kerning 18 weight

Dew Drops Pomegranite Serum Super Rich Mushroom Powder

Meet the new Watermelon Glow Pink Dream Body Cream.

Primary usage: product names or descriptions and large poetic editorial headers with sensory language. Adjectives or verbs should be accented, use the type families many styles to put emphasis on certain words.

Ogg Regular & Regular Italic & Bold 0 kerning +4 leading 22 weight 26 leading Ogg Light Italic 0 kerning 26 weight 30 leading Ogg Bold & Bold Italic Regular 0 kerning 18 weight 22 leading PRIMARY TYPEFACE: USAGE OGG

Dreiviertelfett

200 kerning 15 weight

BOTANICALS

Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream, whipped with vitamin-rich watermelon seed butter and naturally smoothing hibiscus.

Dreiviertelfett 300 kerning 15 weight

THE CLOUD CREAM THE CLOUD CREAM

CALM IN A BOTTLE

Dreiviertelfett 200 kerning 15 weight

Buch 50 kerning 8 weight 12 leading

WRAP YOUR BODY IN PINK DREAM BODY CREAM.

Effortlessly smooth skin texture and hydrate your body all-at-onc with the Watermelon Glow Pink Dream Body Cream. Treat your body with the same love, attention, and powerful actives found in your daily skincare routine. This luscious body cream is whipped with vitamin-rich watermelon seed butter, naturally smoothing hibiscus AHA, soothing watermelon extract, and multi-weight hyaluronic acid for deep moisture and ultimate comfort. The deliciously creamy lotion leaves skin baby-soft and with a healthy glow.

Halbfett

Dreiviertelfett Fett Extrafett 200 kerning 18 weight

All Weights

Left: 200 kerning 10 weight

Right: 300 kerning 10 weight

Super bouncy cloud cream light as a feather.

Extrafett 300 kerning Halbfett All-Caps 100 kerning 12 weight Leicht Body copy 50 kerning 10 weight 14 kerning Buch Body copy 50 kerning 10 weight 14 leading

Primary usage: all-caps product names, short sub-headlines and sentence case body copy, captions, ingredient or scientific information.

SOHNE BRIET

SECONDARY TYPEFACE: USAGE

A FEATHER

LIGHT AS

LIGHT AS A FEATHER

Meet the new Watermelon Glow Pink Dream Body Cream. Meet the new Watermelon Glow Pink Dream Body Cream. Meet Meet Meet Meet CLOUD CREAM CLOUD

CLOUD CREAM CLOUD

CALM

A BOTTLE

Pomegranite

Super

CREAM

Dew Drops

Serum

Rich Mushroom Powder

Quote here from lorem ipsum.

Effortlessly smooth skin texture and hydrate your body all-atonce with the Watermelon

Glow Pink Dream Body Cream, whipped with vitamin-rich watermelon seed butter and natural hibiscus.

Quote here from lorem ipsum. Effortlessly smooth skin texture and hydrate your body all-atonce with the Watermelon

Glow Pink Dream Body Cream, whipped with vitamin-rich watermelon seed butter and natural hibiscus.

Sohne Briet

Quote Body Copy: Buch 50 kerning 8 weight 12 leading

Sohne Briet

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

- ANITA CHAN

Quote here from lorem ipsum. Effortlessly smooth skin texture and hydrate your body all-atonce with the Watermelon

Glow Pink Dream Body Cream, whipped with vitamin-rich watermelon seed butter and natural hibiscus.

Quote Name: Kraftig 50 kerning 8 weight

All-Caps Name: Fett 200 kerning 8 weight

Quote Number: Dreiviertelfett 200 kerning 18 weight

- Anita Chan - Anita Chan

CALM IN A BOTTLE

Quote here from lorem ipsum. Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream, whipped with vitamin-rich watermelon seed butter and natural hibiscus.

Primary usage: all-caps product names, short sub-headlines and sentence case body copy, captions, ingredient or scientific information.

SECONDARY TYPEFACE: USAGE CONTINUED...

SOHNE BRIET

Typographic | Editorial Examples

Quote here from lorem ipsum. Effortless smooth skin texture and hydrate your. - ANITA CHAN

THE CLOUD CREAM

Effortlessly smooth skin texture and hydrate your body with the Watermelon Body Cream, whipped vitamin-rich watermelon seed butter and smoothing hibiscus.

TYPOGRAPHIC USAGE EMAIL / DIGITAL

SHOP NOW

BOTANICALS

Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream, whipped with vitamin-rich watermelon seed butter and naturally smoothing hibiscus.

TYPOGRAPHIC USAGE EDITORIAL

CLOUD CREAM

BOTANICALS

Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream, whipped with vitamin-rich watermelon seed butter and naturally smoothing hibiscus.

TYPOGRAPHIC USAGE EDITORIAL

Meet CLOUD CREAM

TYPOGRAPHIC USAGE EDITORIAL

Meet CLOUD CREAM

TYPOGRAPHIC USAGE EDITORIAL

LIGHT AS A FEATHER

Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream.

CALM IN A BOTTLE

CLOUD CREAM

TYPOGRAPHIC USAGE EDITORIAL

THE CLOUD CREAM

Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream, whipped vitamin-rich watermelon seed butter and smoothing hibiscus.

TYPOGRAPHIC USAGE EDITORIAL

Marks + Illustration + Graphics

Illustration | Artistic Styles

Graphic Cutouts & Illustration

The brands products and app allows the audience a way to “escape” we can play with the concept of escape through the use of color and portal-like shapes to add intrigue and mystery to design.

Textural line illustrations can also be paired with these elements to further convey a color story, mood, emotion wellbeing, ingredients or to call attention to specific science related information and draw the audiences eyes through an experience.

graphic

cutouts + illustration

Additional geometric cutouts can be created and used as needed to add into the library of assets.

GEOMETRIC GRAPHIC CUTOUTS #1

Additional organic cutouts can be created and used as needed to add into the library of assets.

ORGANIC GRAPHIC CUTOUTS #2

Additional organic line art can be created and used as needed to add into the library of assets.

ORGANIC LINE ART #3

Artful Type

Typography can be a strong illustrative tool to express emotion and movement in our design system and app experience.

As we layout design we should always consider how we can convey the sensory experience of using a product and the app. We can entertain, set a mood and showcase scientific information through innovating typographic layouts.

artful type

Illustration | Artful Type

Gradients

We can use our brand color palettes to create bespoke gradients to conceptualize moods, ingredients and “state of minds” within the app experience, on social or throughout digital.

Gradients should align with our brand principals and always balance sophistication with playfulness. We can make these gradients feel more unique by playing with texture, graphic cutouts or artful compositions.

gradients + textures

Illustration | Gradients

Illustration | Usage

Art Direction

Art Direction | Artistic Styles

Natural in lighting, attitude and around showing botanicals / ingredients.

Human casting and attitude.

Pop of signature color?

play with popping our core colors in set design or post production. Or use certain colors to convey energy and emotional states.

Dynamic in photography composition, cropping and attitude.

Perspective

Artistic Pairings?

highlighting diversity, gender-fluid talent and push photography angles and depth of field.

play with highlighting various types of imagery in composition to convey emotion, a sensory feeling or concept.

Approachable

Surprise // Mix & Match

even though we have a refined, elegant approach to every output, we are always approachable and never alienate consumers.

its all in the details and unexpected surprises in casting, attitude, propping and set design.

NEED TO DO FINAL WRITING REVISIONS

...

art direction overview

Artistic Styles | Composition

Artistic Styles | Perspective

perspective is about keeping an open mind, being culturally relevant and about artistic aesthetic themes like pushing photography angles, depth of field, not everything needs to be in focus and perfectly centered, imagery captured should embody this artistic style.

Artistic Styles | Dynamic

being dynamic is about celebrating personal style, being human, real and highlighting muses, casting or influencer’s that have depth, a story to tell and self-confidence. dynamism also relates to the attitude of our casting, pushing composition and cropping.

Artistic Styles | Sensory Pairings

we should always be concious of how we can pair imagery together to convey deeper brand stories and dynamic imagery compositions. these stories could be sensory based, science based or botanical.

Art Direction | Talent

Art Direction | Casting

Art Direction | Attitude

Art Direction | Content

Art Direction | Content Overview

Art Direction | Studio | On-Figure | Closeups

Art Direction | Studio | On-Figure | Body

Art Direction | Lifestyle

Art Direction | Stills

Art Direction | Botanical

Art Direction | Sensory

Art Direction | Science | "The Lab"

like ASMR highlighting moments / all about taking your moments deep breathing skin details

Art Direction | Video

Art Direction | Styling

Art Direction | Lighting

Art Direction | Lighting Range

Art Direction | Hair & Makeup

Art Direction | Wardrobe

Art Direction | Sets & Propping

Brand Applications

Brand applications in use . A look at how our visual language comes together to define our brand.

WEB HOMEPAGE | APP

WEB | EMAIL Mi-ji quote here from lorem ipsum. Effortless smooth skin texture and hydrate your. lorem ipsum skin - ANITA CHAN 1. SHOP NOW SHOP NOW SHOP NOW SHOP NOW SHOP NOW SHOP NOW THE CLOUD CREAM THE CLOUD CREAM LIGHT AS A FEATHER Effortlessly smooth skin texture and hydrate your body with the Watermelon Body Cream, whipped vitamin-rich watermelon seed butter and smoothing hibiscus. hello cloud a moment of chill from hello tavi Super watermelon cream Super light feather cream SUPER COOL SERUM Effortlessly smooth skin texture and hydrate your body all-at-once with the Watermelon Glow Pink Dream Body Cream. Effortlessly smooth skin texture and hydrate your body all-at-once. COO L I GN S E R MU S E RU M MIJI X TAVI G E V I N S NO C O L BAL---M I J I X TA V G E NIV S O N N OW IS T H E T IME TO R E L A X A N D TSUJ B R E EHTA ED E P L Y F L U I D S UPE R Meet FLUID SERUM

bouncy cloud cream light as a feather.

L O R ME C R E AM WEB | SOCIAL

ENTER lorem ipsum doler come visit lore ipsum please. Super

PACKAGING

CRE A M M HSU R O O M BOTANICALS Super Rich Mushroom Powder whipped vitamin-rich lorem shitake butter cream 8 fluid oz. M U HS R OO M C R E A M . . . . BOTANICALS BOTANICALS Bouncy Cloud Cream Bouncy Cloud Cream whipped vitamin-rich shitake butter cream whipped vitamin-rich shitake butter cream 8 fluid oz. fluid oz. M USH R MOO M USH R MOO C R E MA C R MAE PACKAGING

BRIET / TIEMPOS 8 fluid oz. L O R ME C R E A M Bouncy Cloud Cream

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