Mimalene
kindergarten
Branding
Visual identity
The imagination of children, a world where everything is possible
At "Venttura" we ventured into creating the branding strategy and visual identity for Mimalene, a new and transformative kindergarten located in Bern (Switzerland). Mimalene is a space that believes in freedom and the protection of the imaginative autonomy of all children. Stimulating an educational culture based on touching, stimulating, supporting, paying attention and responding to the child's signals, we apply principles that foster autonomy through loving care, especially by stimulating the innate imagination of each child, because we understand that a child's mind is a constant space of imagination, and we can see this from the moment the child develops a task, from the moment he sleeps and dreams, from the moment he takes and recognizes his space and above all the way he uses his imagination as a real tool to adapt to knowledge.
The simbol
To represent the symbol of the brand we decided to base it on its brand purpose based on imagination, therefore we created a special character that in essence is a protector of children's imagination. This is "Mimalene" a yellow magic cloud that has the ability to transform into whatever she wants (children's imagination), as well as symbolising the union of the 4 values of the brand (imagination, diversity, exploration and nature).
A character is an ideal connector that stimulates contact with the "Mimalene" public. In the first case, we have the parents who can receive from it the contact with childhood. For children, having a "character" as a reference for their nursery is a strong attribute of sensory interaction.
Illustrated icons
We use our icons to illustrate concepts that complement photography and reinforce an idea.
Illustration and icons are an attractive way to convey ideas and tell stories. Illustration can be an effective solution when photography is not available or if you want to create an even more distinctive impression, but within the framework of Mimalene's visual identity
Illustration is one of the main elements in Mimalene brand identity. We have a flexible, versatile and friendly system that helps us to better communicate our values.
