Miga: Redefining Brand Design for E-Cigarettes

Creating a Distinctive Identity for Miga

E-cigarette brand Miga introduces a new brand identity that sets it apart from the competition.

E-cigarettes have become increasingly popular worldwide, as consumers prioritize their health and well-being. To succeed in this competitive market, Miga understands the importance of winning over consumers. In order to stand out, the brand has undergone a complete transformation, redefining its brand identity and establishing a unique connection between its logo and intended elements.

Miga aims to offer smokers not only a better alternative but also a product that enhances their overall experience and lifestyle. The updated brand identity design focuses on delivering aesthetic value, fun, portability, intelligence, and affordability. By optimizing the typeface design and unifying the logo, Miga creates a more cohesive and visually appealing brand impression. The refreshed design also adds diversity to the perceived feelings associated with the brand.

The design team behind Miga's new brand identity carefully considered the technical aspects of the design. For the English font, stroke ratios and corner angles were adjusted to create a more visually balanced logo. This adjustment also strengthens the connection between the logo and the smile symbol, while highlighting the profile of melon vines. The Chinese font underwent a similar process, with strokes designed in conjunction with super symbols and regulated spacing. The result is a rounder and more recognizable typeface design that retains the overall character pattern structure.

One of the strengths of Miga's brand identity is its versatility. The logo can be typewritten or printed on any size and material, making it adaptable to various marketing needs. The vector logo is suitable for light or dark backgrounds, ensuring its effectiveness in different forms of brand communication.

The new brand identity also fosters interaction with consumers. The smile logo, a key element of the brand, signifies pleasure and stimulates engagement with the Miga brand. This ensemble of super symbols creates a visual language that resonates with users and enhances their overall experience.

The design of Miga's brand identity was driven by extensive research. The target audience, including youths in small towns and the new generation of consumers, values innovation, boldness, and recreational experiences. Miga's package design reflects these preferences, presenting a more innovative and bold appearance that leaves a lasting impression on consumers. By positioning itself as a standout brand in the e-cigarette market, Miga is poised for success.

Creating a simple and modern logo that effectively communicates the brand's essence was a significant challenge for the design team. The Chinese name of Miga, being a concrete object, needed to be integrated into the logo design in a way that conveyed the spirit of the brand. Through extensive research and iterative design processes, the team successfully personalized and upgraded the brand, giving it a distinctive and final identity.

Miga's new brand identity has already gained recognition in the design community. It was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2023. This prestigious award celebrates designs that showcase creativity, resourcefulness, and technical excellence. Miga's brand identity exemplifies these qualities, contributing to the improvement of the e-cigarette market and enhancing the quality of life for its users.

Miga's reimagined brand design sets a new standard in the e-cigarette industry. With its focus on aesthetics, innovation, and user experience, Miga is poised to captivate consumers and redefine the perception of e-cigarettes.

Project Details and Credits

Project Designers: Li Xue - Today Design
Image Credits: Li Xue - Today Design
Project Team Members: Li Xue Today Design
Project Name: Miga
Project Client: Li Xue - Today Design

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