Mimosi Brand Identity
Playful luxury was the brief for the brand Identity of newly established, Melbourne-based homewares brand, Mimosi.
Brand Identity



Creative Direction – Marcus Carman
Design – Marcus Carman

Beautiful products deserve beautiful branding, packaging and communication. That's why we were thrilled to take on the project of brand identity for the new homewares brand, Mimosi.

Before she'd even settled on the name, my good friend, female entrepreneur, copywriter and business founder, Annabel Begeng approached me at Goodfifty to help create the brand identity for her homewares brand, Mimosi. She shared with me her an inspiring idea for a female figured candle that challenges the status quo and addresses the body-shaming issues amongst society. The idea; spread confidence for individuals with her product. Whilst making peoples homes more beautiful in the process of course.


Once she had settled on a name,Goodfifty worked closely with the Mimosi and their great taste to get to work designing the brand identity. The challenge was to help make this homewares brand come to life online and promote their product and future products.Inspired by the European Chic styles referenced by the client. We created a brand that is both luxurious and playful.


Mimosi stands for everything we value here at Goodfifty. A positive brand message and a focus on creating things that are beautiful and add style to the world. Check out Mimosi.com.au to learn more about this wonderful brand.

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