Under the main brand Xiaomi, Milab is the new department that explores, experiments and designs products. Unlike Xiaomi’s branding positioning, Milab aims to create higher end products for more experienced customers, and thus it puts more emphasis on imagination, curiosity and the futuristic aspect.
The objective for this design project is to create Milab’s logo and a cohesive visual experience for the brand. The entire process involves the study of the target customers and the competitors’ design trend, as well as the communication between the design team and the marketing team. Some of the designs are different from the final decision. The project doesn't fully represent the opinion from Xiaomi the company.