Our challenge was to build a brand that felt both grounded and emotional, for a new veterinary project that puts empathy at the center of everything.
From day one, the brief pointed to a sensitive, warm identity that stood apart from the usual sterile feel of the industry. The result is a brand that speaks softly but confidently. Minimal, elegant, and emotionally in tune, just like the way they treat animals.
Concept
Mimu is built on a simple truth: to care is to be present.
The name comes from “mimar”, to pamper, to tend with affection. That became the core idea for the brand.
From the soft curve in the logo to the minimal colour palette, everything is designed to express proximity, warmth and thoughtful attention.
Visual Identity
The identity lives between calm and clarity.
A rounded wordmark paired with a fluid stroke, like a small gesture of care. Earthy greens, warm neutrals and clear spacing guide every application.
It’s an identity that doesn’t need to shout. It’s quietly confident, grounded in empathy, and made to grow with the project.
Creative Direction
Marcelo Pacheco
Design
Marcelo Pacheco
Hugo Barbosa
Ricardo Barros
Eduardo Teixeira
Rui Pereira
Rafael Ferreira
Erva has been an absolute game-changer for our brand
From the very first meeting, their team demonstrated an impressive understanding of brand strategy, visual identity, and storytelling.
They took the time to truly understand our business, our values, and our goals, and translated that into a branding package that felt not only visually stunning, but also deeply aligned with who we are.
The process was collaborative and professional.
Exceeded all expectations! We’ve received countless compliments on our brand identity!
