Mina Aru – Brand Identity
The Challenge
The client approached me to build a brand identity from the ground up that would resonate with a niche audience seeking calm, comfort, and creativity through heartwarming illustrations. The challenge was to create a cohesive visual system that reflects the brand’s cozy personality while appealing to women and young adults seeking relaxation and creative escape through coloring.
The Goal
To create a recognizable and whimsical brand identity was central to establishing Mina Aru’s presence in the crowded Amazon marketplace. The visual system was designed to convey warmth, comfort, and quality, helping the brand build meaningful connections and lasting loyalty among its audience.
01 Creative Process
I explored multiple color palette directions that reflected the essence of Mina Aru’s soft, serene, cozy, and gently cheerful. Each palette was carefully curated to evoke emotional calm while maintaining visual interest, ensuring the brand felt both soothing and engaging for its audience.
Typography was selected to strike a balance between warmth and elegance, reinforcing the approachable yet refined personality of the brand. The type choices were designed to feel friendly without losing clarity, supporting both readability and character.
02 Outcome
The selected Soothing Winter Palette successfully brought the entire vision to life, combining cool, calming tones that feel elegant, soothing, and distinctly aligned with Mina Aru’s cozy personality. The final direction created a harmonious visual experience that enhances the brand’s whimsical and heartwarming appeal.
The result was a refined brand identity that strengthens recognition and emotional connection:
- A cohesive and visually compelling identity that resonates with the target audience and reflects the brand’s calming creative purpose
- Increased trust, recognition, and memorability within the competitive adult coloring book niche on Amazon KDP
- A flexible visual foundation that supports future product expansion, consistent branding, and long-term storytelling across collections
03 Client Feedback
“Dezainas are professional, responsive, and a pleasure to work with.
Looking forward to working together again!”