Mio Marino
Case Study
Rebrand and strategic positioning for a line of fashionable accessories.
the challenge
When the founders of Mia Marino, formerly Marino, looked at the men’s fashion space, they quickly realized that while many luxury brands existed, few were affordable enough for the (stylish) layman.
They launched the brand with a small collection of handsome ratchet belts and soon expanded to offer a full line of fashion accessories.
While their product line was growing, there wasn’t much memorability to the brand, and no alluring storyline bringing customers back.
what was their next?
Mia Marino always stood for the experiences and inspiration behind each product they sold, rather than just a brand bringing commodities to market.
Their brand needed to be refreshed and positioned as an aspirational lifestyle brand offering a curated collection of fashion finds for those with a sense of adventure, experience, and discovery.
Using Mio Marinos's initials, we stacked two sleek letters to create a memorable logo while evoking a maritime, wave-like feel.
The primary color palette of black, grey, brick red, and deep blue was complemented by vibrant green and copper. Iconography infused an adventurous spirit into the branding, incorporating classic maritime symbols such as an anchor, a compass, and a pair of telescopes.
the process
We challenged the traditional and conventional at every turn. Each product/product category featured a 'find' as the romanticized iconic prototype that embodied the qualities of each product line.
A magnificent graffiti-lined street in Melbourne served as the backstory for the brand’s funky socks, and colorful nets at the St. Jean de Luz fishing harbor hinted at the lightweight scarves.
Product tags gave a brief overview of the find associated with that item, and the rich story of it’s place of origin.
Messaging was a mixture of fashionable authority and the endearing quirkiness of a super-cool friend.
The brand’s tone of voice is refreshing - knowledgeable, informational, and infused with phraseology you’d stumble across in a travel guide.
the results
Each piece came together to create a statement that spoke to and captivated the passionate and innovative people the brand was designed for.
Self-confident humans seeking comfort, luxury, and sleek tailoring, the adventurers with a thirst for life and refined elegance- they knew they found their place at Mio Marino. And they would keep coming back.
