Miomojo
Designed Kind.
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Miomojo is an award-winning fashion label hailing from Bergamo, Italy. As a 100% vegan brand, they're committed to producing a range of beautifully crafted bags and accessories from a range of innovative, next-gen leather alternatives – such as apples, cacti, pineapple and bio-polyoils.
Escuing from fast fashion trends, Miomojo understands the material and perceived quality of leather. However, committed to a greater purpose, they offer beautiful design but not at the sacrifice of animals or the planet. A dedication to craftsmanship and innovation led to Miomojo achieving B Corp status in 2020. In 2021, they were also awarded the Vegan Fashion Award by animal rights organization PETA.
As a business, Miomojo needed to scale up. Broadening their focus beyond just veganism, to animal welfare and the environment as a whole - helped build wider appeal. This led to the development of their brand purpose – Designed Kind.
They also needed to grow their brand love for their beliefs and culture, challenging perceptions of vegan fashion. At the same time, designing beautiful products with mass appeal.
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The brand was repositioned, moving away from the usual tropes of 'vegan' design to becoming a legitimate fashion label – with a greater purpose. The brand's visual identity was refreshed, embracing a cleaner, more confident look – from refinements to the logo, introducing new brand typography and photography art direction. A more focused and purposeful tone of voice helped to communicate a wealth of stories about innovation and welfare.
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Strategy
Identity
Website
Digital guidelines
Literature -
Agency — Good
Role — Design Director
© Good
