Everyday Care
Everyday Care
Myni, a local Canadian brand, currently offers eco-friendly cleaning products that are all dry and non-toxic, designed to be rehydrated at home. Driven by a commitment to innovation, Myni is set to expand, both by broadening its range of products and extending its geographical reach. They also need more stopping power on the shelves. Myni is looking to refine its positioning and update its branding strategy.
As Myni is changing their brand for the third time in three years - We aim to build a strong foundation for the brand to secure its long-term success in Quebec and beyond.
CLIENT- Myni
AGENCY- Collective Matter
RoLE - Creative direction & Design
Before the rebrand
InsightLike magic
When a brand offers a transformative product that can change the way we think, act or undertake a daily task we’ve done the same way for years, it can seem almost magical.
We take our cue from the near-magical elements of Myni, from the wow-factor of the results (efficiency) to the transformation of one state to another with the simple addition of water (textures). We make room for a playful sense of wonder, but stay grounded in the very real magic that takes place every day in nature (naturally non-toxic ingredients) and our results (from footprint to cleaning power).
The new brand symbol represents the state of transformation from solid to liquid of Myni's products. Its goal is to anchor the brand in the audience's mind in an immediate and lasting way while highlighting Myni's mission: Transforming everyday care.
Myni products.
Mighty impact.
brand narrativeAt myni, we think there’s something almost magical about taking small steps to accomplish great things. That’s why we’re transforming everyday products into mighty care that’s good for you, your household, your wallet and even the planet. With myni, you can see unexpectedly small formats turn into wonderfully big effectiveness. Simple, everyday actions can inspire surprisingly impactful change. And since we craft all our products with ingredients that are safe for you and yours, your day-to-day care can become so completely non-toxic, you’ll have to see it to believe it.
Whether you’re looking to be part of something bigger or just for a little extra help along the way, myni brings you home and personal care you can trust in a package so small, you just might think it’s magic. Transforming everyday care for us all.
Retail boxphoto-video Art directionEveryday scenes are captured from a fresh angle, offering an intimate and authentic glimpse into life, often with subjects unaware of the camera. Homes and apartments are real and lived-in, reflecting diverse realities.
Product presentations have a slight fantasy element, such as close-ups on foam to showcase its texture and magical allure, with transformations shown realistically in videos.
For placement only to set the art direction of future productions. Source -Pinterest
FULL CREDITS
COLLECTIVE MATTER
Creative Direction: Anne-Marie Brouillette
Graphic Design: Cécile Tousignant + Anne-Marie Brouillette
Copywriting: Mélanie Franz
Creative Translation: Cristina Marziale
Client Lead & Project Manager: Carine Liberian
Marketing & Brand Strategy: Mélanie Robitaille + Maryse Sauvé
Logo Typography: Alexandre Saumier
Industrial design: Carcajou