We hosted several brand workshops with the key stakeholders to determine the brand essence. This then informed the ‘Mint’ brand name, quite outside-the-box for its time. In keeping with the friendly and approachable nature of the Mint brand, there was scope for the brand language to also play a strong role in reinforcing Mint’s direction.
With a view for the brand to have scope for expansion, we developed several logo concepts meeting the brief, and providing Mint with strong visual identity to expand as a duplicable model. Another key differentiator in Mint’s service offering is that each location is owned and operated by a licensed real estate agent.
The chosen Mint identity extended to include a host of supporting geometric graphics against a strong colour palette of turquoise and blue grey. Every consumer touchpoint was considered with tactile print finishing included to add to the overall brand experience.