Minamoru: Resurrection of Style from Days Past
The Challenge: Creating an Iconic Logo for Unique Vision
Minamoru is a unique clothing brand with a passion and vision that is not usually found in most clothing labels that are launched every year in the US or the UK.
Based on the concepts of chivalry, rebellion, old-world charm and grace, history, and the legacy of the bygone eras, Minamoru markets itself as a clothing label that talks to individuals with strong personalities, opinions, and a respect for the bygone days. When Minamoru wanted an iconic and powerful logo, they came to Spellbrand.
This positioning works because:
- Unique vision: Different from typical US/UK clothing labels
- Chivalry and rebellion: Combines traditional and rebellious elements
- Old-world charm: Celebrates history and legacy
- Strong personalities: Appeals to individuals with opinions and respect for history
Brand Discovery: Focus on Core Essence
Actually, the original name the client wanted to use was different and we started off on a direction that focused on the core of the brand, as we always do. So when the client came back in the middle of the process with a name change, we did not have to restart the process since our discovery phase was focused on the brand story, vision, and philosophy of the label rather than the immediate launch lines or product bases.
This approach works because:
- Core-focused: Discovery phase focuses on brand essence, not name
- Flexible process: Can adapt to name changes without restarting
- Philosophy-driven: Brand story and vision guide the design
- Future-proof: Works regardless of product lines or launch dates
Phoenix Logo Design: Resurrection of Style
The idea was to create an illustration of a phoenix to represent the core essence of the company which was a “resurrection of the style and charm from days past”.
But this illustration had to have an attitude and edge to it. The result is a striking image of a phoenix in full frontal layout with a serious and piercing look while in flight and at the moment it is about to land on a perch. The colors also had significance to the client with a whole backstory to that. Hidden amongst the feathers is a word that is close to the client’s heart and the letter M.
You will have to wait and buy Minamoru clothes to know what that word is!
This design approach works because:
- Phoenix symbol: Represents resurrection and rebirth of style
- Attitude and edge: Serious, piercing look appeals to strong personalities
- Dynamic pose: In flight, about to land creates movement and energy
- Hidden elements: Word and letter M create intrigue and discovery
- Color significance: Colors have meaningful backstory for the client
Results: A Brand That Resurrects Style
The brand identity we created for Minamoru successfully communicates their unique vision of resurrecting style and charm from days past. The iconic phoenix logo design with its serious, piercing look and hidden elements creates a powerful visual representation of a clothing brand that celebrates chivalry, rebellion, old-world charm, and the legacy of bygone eras.
Today, Minamoru uses this brand identity to attract individuals with strong personalities and opinions who respect history, positioning them as a unique clothing label that talks to people who appreciate the resurrection of style from days past, combining chivalry, rebellion, and old-world grace into a modern fashion brand.
