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Miapia

An identity where comfort does not read as cheap.

Client
Miapia
Sector
Womenswear
Scope
Positioning, Identity, Art direction

Problem

The promise was simple: hold together what looks good and what is comfortable to wear. In everyday womenswear everyone says that, and unproven it goes unheard.

Strategy

In everyday wear brands beat each other with discounts, and on that axis the fabric and the cut go invisible. Rather than claim the promise, we decided to show it: no promotional language, no saturated colour, no crowded product shots. A light, widely-tracked serif, natural light and generous space, with framing that follows how the garment sits. The comparison moved from price to fabric and fit.

Outcome

Logotype, garment tags, packaging and art direction for the season lookbook.

Miapia brand identity — Womenswear — image 1/15Miapia brand identity — Womenswear — image 2/15Miapia brand identity — Womenswear — image 3/15Miapia brand identity — Womenswear — image 4/15Miapia brand identity — Womenswear — image 5/15Miapia brand identity — Womenswear — image 6/15Miapia brand identity — Womenswear — image 7/15Miapia brand identity — Womenswear — image 8/15Miapia brand identity — Womenswear — image 9/15Miapia brand identity — Womenswear — image 10/15Miapia brand identity — Womenswear — image 11/15Miapia brand identity — Womenswear — image 12/15Miapia brand identity — Womenswear — image 13/15Miapia brand identity — Womenswear — image 14/15Miapia brand identity — Womenswear — image 15/15
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