Mimi & Coco is a sustainable body and hair care line created for toddlers — where playfulness meets purpose. The brand redefines the idea of “care” by blending emotional growth with eco-conscious design.

At its heart lies the belief that every child holds two sides: the brave and the gentle, the wild and the kind. Mimi & Coco celebrates both. The tone of voice and supporting visuals reflect this duality lighthearted yet thoughtful, colourful yet calm, imaginative yet responsible.

Visually, the branding draws from the unfiltered creativity of children’s drawings. The hand-drawn logo mixes upper and lowercase letters, while the illustrations of Mimi and Coco appear across supporting graphics in a style that feels both naive and authentic. A geometric pattern complements the duo, echoing building blocks and playful composition.

The packaging system continues this honest simplicity. Matte bottles in recycled plastic are silkscreen-printed in toned-down primary colours — deep orange for the body wash, dark blue for the shampoo — with contrasting beige backgrounds that bring softness and balance. The refill pouches invert this palette, underscoring the brand’s circular design approach while creating a clear visual rhythm between bottle and refill.

Sustainability is quietly embedded in every detail — from the refillable format to the minimal, durable finish. The result is a brand that feels fresh and familiar, playful and responsible, poetic and practical all at once.

This isn’t just about bath time. It’s about nurturing a generation that grows up balanced — brave and gentle, wild and kind.