Mimco

Capturing the brand story and philosophy of Australia’s leading female fashion accessories design company

Since its inception in Melbourne in 1996, MIMCO has grown to become Australia’s leading female fashion accessories brand, with core categories; handbags, small leather goods, jewellery and shoes, supported by watches, sunglasses, hair accessories, hats and scarves. 
MIMCO has seen strong growth which can be attributed to its brand development strategy and the expansion of a vast retail network which includes boutiques, an online store and David Jones and Myer concessions. Today, there are more than 100 MIMCO locations across Australia and New Zealand, and South Africa.
MIMCO required a brand book that captured it uniqueness, history, story and essence. MIMCO’s brand philosophy is 'Accessible Luxury Designed with Quirk'. The brand is dedicated to engaging with their customer through emotion and surprise, and has built a strong following through their loyalty and social media channels. Quality, innovation and creativity are at the heart of everything we do at MIMCO.
At MIMCO, We dream, explore and play with whatever gives us delight in the moment. Our environments are full of precious  personality-filled products and our in-store experience is all about you - the strong individuals who are drawn to something different. Our muse is on the street, in the office, at home. She is who we find inspiration in and whom we design for. MIMCO invites you to explore, interact, follow your intuition and be yourself.
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Client: Mimco  
Managing Director: Cathryn Wills
Creative Director: Cathryn Wills
Marketing Director: Merline McGregor 
Art Director: Warren Michael
Designer: Warren Michael
Illustration: Warren Michael

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