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.

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.

Strategy
Identity

Website

Digital guidelines

Literature

Agency — Good
Role — Design Director
© Good