“Imperfection. Perfection. We believe variation and imperfection is what makes living a sustainable life beautiful. Just like the wabi-sabi aesthetic of our garments.”
With this robust conceptual base already set up, we helped mM strengthen it even further. Together we developed the new brand mantra “Sustainable wardrobe for the future lived in now”, building the brand design around it without losing the ideas of imperfection or the Japanese-influenced aesthetic.
All this led to a minimal, bold, black-and-white visual identity and a more defined brand vision in the process.