My Turtleneck Design

Sharing a recent project: A wordmark refinement and brand icon creation for @minimioche, my son’s favourite ethical, plastic-free, gender neutral clothing brand in Toronto ahead of the new brick and mortar store

My role: Lead Creative / Design Consultant

Evolving the brand identity for mini mioche—an ethically made-in-Toronto apparel brand— I translated their playful, no-bullshit ethos (people + planet + play > all) into an ownable visual system. Building on their existing use of emojis, I developed a bespoke brand mascot: a confident, smiley-faced planet framed by stitching to honour the brand’s commitment to quality and craft. Currently nicknamed “Happy Planet” by the owner, Jacquelyn Corbett’s own kids.

Phase 1: Designed a versatile, stacked execution of the primary brand identity. By deleting the dot of the ‘i’ from the single line wordmark, it allowed the name to stack in a more anchored way. It was a very subtle but key change that gave the brand identity much more versatility.

Phase 2: Created a modern, fun brand icon designed to bring personality, playfulness, and cohesion across all applications.

The official opening of the brand new Toronto store will be September 2026 at 1184 Queen Street E. 🥳 Check them out minimioche.com