Mimo's is a frozen dessert brand that customers already love. When they were acquired by Mamita’s, a fast-growing frozen dessert company known for vibrant branding and quality products, they needed a thoughtful brand refresh, one that tied Mimo's into the Mamita’s family while preserving the unique personality that made Mimo's special.
This project was about more than a facelift. It was a strategic brand refresh that helped Mimo's embrace its new identity in a way that felt natural, cohesive, and exciting for existing fans and new customers alike.
The Challenge
Mimo's had existing brand equity — loyal customers, a recognizable look, and a playful voice — but the visual identity wasn’t clearly aligned with Mamita’s. The challenge was to bridge two brand worlds. This refresh needed to be both strategic and tactile while working across packaging, signage, and digital touch points.
The Game Plan
1. Honor what made Mimo's lovable while introducing visual cues from Mamita’s.
2. Create a refreshed identity system that feels cohesive within the Mamita’s brand family.
3. Design packaging and collateral that communicates the new chapter without losing personality.
4. Ensure the update feels natural and exciting for existing customers and new audiences.
The Work
Logo & Identity Refresh: Rather than replace the Mimo's brand entirely, I refined and evolved the logo system. We introduced new visual accents and components informed by Mamita’s design language, all while keeping Mimo’s whimsical heart intact.
Color & Typography: We expanded Mimo’s palette to integrate Mamita’s signature warmth and vibrancy, giving the brand more visual flexibility without losing its playful identity. Typography choices reinforce approachability, hierarchy, and big personality.
Packaging & Collateral: The updated identity was applied across packaging and supporting materials, reinforcing the connection to Mamita’s without feeling like a total rebrand. The goal was to make the new ownership visible yet delightful… something customers could feel in the look and energy of the brand.
The Afterglow
This refresh strikes a balance between familiarity and evolution. Fans of Mimo's still see the personality they’ve always loved, while the updated visual system creates a subtle but meaningful connection to Mamita’s. The result feels like a celebration of the brand’s roots and its future.
This project was a great reminder that a brand refresh isn’t always about bold reinvention. Sometimes it’s about subtle shifts that make everything feel more intentional and clarifying what already works while aligning it for what’s next.
Some of the work featured on this page was developed while I was employed at Asen Marketing, where I contributed to client projects and brand initiatives as a Senior Designer & Developer.
