Mimi
2021
Mimi Mechelen
Mimi is small takeaway coffee shop in Mechelen, Belgium owned by a dear friend. Together, we created an identity that was true to her and fit the location perfectly. I was approached with the “A hug in a cup” concept which gave birth to her logo; arms hugging a takeout cup. The bold typeface was chosen to compensate to small four letter name and give it a presence. It was retraced and slightly modified to bring a bit of life to the lines.
The orange color was chosen due to a small paint job detail on one of the windows of the shop. It was that same orange in a sea of white paint. Naturally, in compliment to the owner’s sunny disposition, the vivid orange color seemed a perfect fit.I was then commissioned for an illustration of my choice. I chose to represent the owner in the style of Mimi’s logo, their head above the hugging arms. We also recently created the perfect label for her coffee. The roastery allowed Mimi to name the specific blend after the shop, which resulted in the “Mimi Blend” from Cross Roast, Antwerp based roastery.