Amiami is a maternal and infant brand. We get inspiration from its repetitive text structure: “Ami Ami” is like the call of love from parents to their babies. We take "Ami" as the basic and visualize the concept of “calling” from sound to shape by using abstracted visual language. We have designed six groups of different graphics, each of which is filled with childishness and imagination, expressing parents' love and acceptance for their babies. In practice, those graphics also have a high degree of flexibility.
The same concept is adopted for the font design. We differentiate the two "Mi" through slight details and incorporate the joined-up writing style. In this newly designed brand, visual enjoyment and the sense of fashion coexist to adapt the preferences of the new target group.