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Le Mini Macaron

How to refresh a brand in a collaborative and data-led way



The needs

Le Mini Macaron, an international player in the at-home gel manicure market, needed a complete brand refresh so that their tone of voice and creatives could better resonate with their audiences needs and values. 









The solution

We decided on a collaborative methodology to redefine the brand purpose with a core team at Le Mini Macaron, starting with consumer insights. 

To fully understand our audience, we measured brand experience through an online survey administered to existing customers, and leveraged them to define Le Mini Macaron's purpose, vision, values and promise to customers.

This resulted in a renewed brand identity and tone of voice, reflecting the playfulness and freshness of their products and values, allowing the brand to better emerge globally.



The results

  • New logo, new tagline and new brandbook for a more dynamic brand
  • 1k+ community members surveyed