JungleFish – an award-winning branding & design consultancy in Shanghai, efficiently combines strategic business approach and creative design, developing meaningful brand identities and innovative designs for local markets and abroad. Our purpose is to translate business objectives into a market-focused brand strategy that drives business and resonates with consumers. With the German founders and international team, we work with clients from different industries: F&B, FMCG, education, medical devices, construction materials, industrial equipment, pharmaceutical, sports, furniture. We develop brands and communication design that not only look stunning, but also speak to the customers' hearts and create feeling of trust: trust in the company, quality, product.
Miji has been successful in building their brand in the premium segment for Chinese consumers. Business expansion into commercial and mass market segments required a repositioning and clear market communication.
How to best support the business diversification and market expansion?
How to prepare the grounds for Miji’s introduction to foreign markets?
Develop a visual identity around the strong Miji Design Germany brand with clearly distinguishing the 3 areas of business:
· Premium consumers
· Mid-market segment
· Professional user
Follow up with a complete redesign of the Miji web presence, all product packaging, brand & product communication.
Design pilot products for the new brand Miji Home and for the premium brand Miji Design Germany.
JungleFish created and implemented a the new visual identity guidelines with new sub-brand logos, corporate fonts, colors and all stationery templates as well as the definition of brand application to products. Miji Design Germany can now be positioned as the premium brand while Miji Home remains more dynamic and emotional with more affordable products. The third sub-brand Miji Pro is defined as reliable, systematic and solid with clean and functional communication material.