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Branding Digital

Emotions Reimagined

We buy things to express ourselves. Whether driven by intent, imagination, mood or emotions, our needs and desires change constantly. By mirroring shoppers' intent and surfacing the products they have in mind, even when they are unsure how to describe them, Miros provides a personalised shopping experience. This leads people to making smarter purchases, not just buying a number of products similar to what one would really want to express oneself. 

Text and visual search have limitations. You might have the image in your mind, but without knowing how to describe it, you won't find it. Miros is on the verge of creating a new category beyond text and visual search based on intent. Reimagine means changing the way we think about something (forming a new conception) or to imagine again/anew. Miros is changing the way we think about text and visual search, whereas shoppers are those whose desires are constantly reimagined. Through the idea of reflecting people's desires, and seeing our reflection in mirrors, they became Miros.

Our part:

  • Research and insights
  • Brand concept
  • Brand strategy
  • Brand identity
  • Tone of voice
  • Copywriting
  • Art direction
  • Logo design
  • Creative strategy
  • Brand guidelines
  • Graphic design
  • Illustrations
  • Animation
  • Website design
  • Website development

SILVER Illustrations

NOMINEE Digital Design

NOMINEE Corporate Branding

NOMINEE Graphic Design

NOMINEE Web Design

Visual Approach

Miros needed a flexible brand to reflect the idea of constant change of emotions. We built the brand's visual identity on imagination and change. One of the most important drivers of the identity are fragments of imagination visualised as shapes. These fragments can be assembled, disassembled, and re-assembled to form new images — such as your dream living room setup, an outfit you've always looked for, or something even more abstract — to mirror intent, thus having a major part in the brand's storytelling.

A distinctive component of their brand identity and colour palette is a gradient mesh named Mood Stone. Mood stone is a thermochromic element in mood rings that changes colours based on the temperature of the ring wearer's finger. Different colours mark different emotions, but these definitions vary and oftentimes differ compared to what colours generally symbolise. This gave us a wide array of emotions visualised through colour usage. 

The abstract graphic pattern added to illustrations is a dreamlike interpretation of brainwaves seen through a surreal filter. Paired with a systematic grid and clear typography, the result is a flexible brand with a distinctive character that reflects people's emotions desires, always adjusting accordingly, even if they change in an instant. 

Visit Miros website


Snabb print - Kuldmuna 2022
Snabb illustration - Kuldmuna 2022
Snabb package - Kuldmuna 2022
Snabb ADCE
Snabb - Balticbest23 - outdoor


Ganttic koduleht - Kuldmuna 2021


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