A big challenge as an agency that we faced was redesigning the work we previously proposed ourselves. MINIMA is a contemporary Mexican furniture store with the task of offering quality products, high design and an empathetic service like no other furniture store.  

As a strategy given the evolution in its business model and expansion concept, MINIMA decides to give its identity a “facelift”. We ran up against the difficulty that the identity created a couple of years ago was still to our liking, however, given the evolution of the brand itself, the learning they have had in all the integral areas of the business together with a natural evolution of a segment A goal that is becoming more and more demanding, we choose to work on the small details that make a big difference.

Simplifying the logo even more and giving it greater strength with the more “bold” typeface and softening the finishes in it, we created a clean and memorable simple element.  

The entire line of communication was developed through a grid to create an orderly, replicable and functional visual project. The work of the study of the target segment, as well as the result of all the qualitative information that the work of interviewing multiple users gave us, allowed us to propose a daring color palette but with much justification and affinity with the consumer.