MINIX
Brand Identity Renewal
Minix started as a brand of affordable and sensible appliances and has since become the go-to brand for small appliances for single-person households. With a wide range of mini appliances, including mini dryers, mini dishwashers, and food disposals, Minix is a brand that discovers the possibilities of small spaces with a variety of mini appliances, including mini dryers, dishwashers, and food processors.
However, in the red ocean of home appliances, we wanted to rethink consumer perceptions of the functionality and design of small appliances and improve our brand image. This brand renewal project redefined the brand identity and developed a consistent brand experience and design across consumer touchpoints. across consumer touchpoints.
As a brand that discovers the possibilities of small spaces, Minix has become a brand of affordable and affordable home appliances for single-person households. To rethink consumers' perceptions of the functionality and design of small appliances and to improve the brand image, this brand renewal project redefined the brand identity and developed a consistent brand experience design across consumer touchpoints.
Thoughtful design for a more Meaningful life and an attitude of filling every space with Delight-fulness is an attitude and a way of expressing Minix's Minifulness. It's a small but valuable Miniful experience that becomes an asset to Minix as we discover the possibilities of every space.
What differentiates Minix from the previous brand is that it doesn't just focus on “features.” Instead of utilizing space piecemeal through small appliances, it expands as a brand that increases the value of space.
In the future, Minix will be an expert in increasing the possibilities of reasonable space through its products, realizing the great value of a small space. The tagline captures the emotional benefits provided to consumers so that everyone's daily life can become a meaningful moment.
The difference between the new brand and the old is that Minix doesn't just focus on “features.” Going forward, Minix is an “expert” in increasing the possibilities of reasonable space through its products, realizing the great value of small spaces. The tagline captures the emotional benefits provided to consumers so that everyone's daily life can be a meaningful moment.
The minimalist shape of the 'I' symbolizes not only the optimization of space, but also the experience of creating possibilities in space. The contrasting strokes of the 'M' symbolize the emotional benefits of adding emotional details to convenient everyday life, while the space inside the 'M' represents the small, convenient The inner space of the 'M' symbolizes the emotional benefits of small, convenient products with emotional details.
Minix's brand identity is composed of the inner space of 'I', which symbolizes the experience of creating the possibilities of space, 'M', which represents emotional and delicate details through the contrast of strokes, and 'M', which represents Minix, which goes beyond the function of the product to find the possibilities of value in everyday life.
To help Minix customers experience Miniful in their everyday lives we set up a signature sound for Minix based on the sound waveforms of the [:i], [n], and [s] sounds of the Minix pronunciation.
To help Minix customers experience Miniful in their everyday lives, we set up a signature sound for Minix based on the sound waveforms of the [:i], [n], and [s] sounds of the Minix pronunciation.
To extend Minix's new identity with emotional benefits, we developed illustrations for a new packaging system. Inheriting Minix's existing asset, the characteristic shape of the product, and extending it into a more nuanced brand. By assigning curvature values to all corners of the illustrations and varying the thickness of the lines according to the product structure to create a more consistent and Miniful experience for the brand and product that would be delivered to consumers.
Key visuals are the most visual and direct design elements that communicate your brand identity as users interact with your brand. Minix's key visuals are themed around space, expansion, and possibility, defining the expansion and possibility of space in a variety of ways.
Minix
Brand Identity Renewal
BRENDEN
Art Direction / Doeui Lee
Project Management / Wook Jung
Project Lead / Byeongkuk Jung
Design / Byeongkuk Jung, Jiyeon Woo, Hanbum Choi
Creative Partner / Yoonhak Lee(Brand Strategy & Design), FixYou(Sound Design)
Client
Athome
Award
iF Design Award 2025