Midori Collective Brand Identity

Midori Collective
Name + Identity
Client: Midori Collective
Midori Collective is a curated ensemble of collectable art and design, expressed in porcelain. Inspired by sharing the sense of small pleasures and bringing beauty to the everyday.

The Name
This is the story of a little girl named Midori who wistfully holds on to her treasures, as if they were the last few fragments of her memory.
Midori is the Japanese word for green. The pastel mint green brand colour stems from the name.
“Like pastel clouds suspended in a patissier’s window, the mint-crème fairy floss spun its way around her world; with a soft whisper of sweet vanilla, sweeping gently through her dream.”

The Identity
Though purely typographic, the logo has a whimsical, playful innocence to it. The “d” spills over to the “o”, the curve mimicking playful frolic or the melody of a tune whistled. The “m” is flipped cheekily to incorporate the “i” within it. A tribute to telling tales and treasuring trinkets, passing them down to keep that sense of wonder alive.