Rebranding for retail store.
Mimo Bom is the new name of the former Real Mix, a chain of household goods and variety stores with a strong presence across the state of São Paulo (Brazil). Despite its reach, the brand had a generic name and an unremarkable identity, making it difficult to build lasting connections with customers. Motora was brought in to change that.
Our Goal with the Project
Reposition the brand by shifting its perception from a local neighborhood shop to a retail chain with a clear, appealing value proposition that builds emotional connection with customers.Create new name and visual identity that stands out among distinctive competitors. Identify a meaningful and relevant differentiator, then use it to develop a storytelling to guide communication, in-store experience, and customer service.
Challenge summary: rebuild the Real Mix brand with a new name, a fully updated visual and verbal identity, and a positioning that highlights not just affordability, but also experience, care, and emotional warmth.
Insight and Strategy
During the workshops, we identified a key insight: most of the company’s leadership was already made up of women, and there was a genuine effort to support them through initiatives like encouraging education, offering assistance in cases of domestic violence, and providing flexible work hours.
From this, we defined a new purpose for the brand: To empower women to take the lead in their own lives – at work and at home. This strategy shaped all aspects of communication and the in-store experience, transforming Mimo Bom into a welcoming, safe space where real women take center stage.
Naming and Verbal Identity
The old name had two major problems: It lacked legal protection, causing confusion across different stores that weren’t connected; It felt generic and impersonal, seen only as a cheap option, because the brand hadn’t been invested in properly.
So we created a new name that reflects our focus on care, attention and empowering women: Mimo Bom.
This new brand feels lighter and welcoming, while staying true to being accessible and a trusted neighborhood choice.
Visual Identity and Mascot
To break away from the impersonal feel of the previous brand, we created a visual identity that is playful, inviting, and full of personality, using shapes and colors that spark empathy at first glance. The logotype and symbol are inspired by the shape of a heart, capturing the care and warmth that are central to the new brand.
We designed a set of graphic masks, custom illustrations, and personalized icons to ensure versatility across applications while maintaining consistency. This visual flexibility allows the brand to adapt seamlessly across various channels and formats, and also enhances in-store signage.
As a finishing touch, we introduced the mascot Lari Lar, who brings a human element to Mimo Bom’s communication and reinforces its friendly, approachable, and relatable character.
Branding, naming and visual identity: Motora
Strategic and Creative Direction: Luize Araújo
Art Direction: Luize Araújo
Strategy and writing: Luize Araújo, Isabele Souza
Designers: Luize Araújo, Maria Stéfanni Carvalho, Julia Sales, Laís Fonseca, Júlia Lago
Illustrations: Maria Stéfanni Carvalho
