mi-ji emerged to redefine the skincare ritual—not through trends or inflated claims, but through balance, intention, and care rooted in East Asian tradition. The brand needed to carve space between minimalist clinical and overly saturated wellness aesthetics.
We positioned mi-ji as a new kind of skincare: elemental, precise, and human. Grounded in generational care practices and built for modern skin rhythms. The result is a brand that feels timeless—equal parts apothecary and design object—where every product has purpose, and nothing is superfluous.
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Visual Identity System
The identity system is soft, spatial, and elemental. A muted palette of pearl, stone, and moss grounds the brand in natural materiality. Typography is gentle but structured—combining an elegant serif with a restrained grotesque to bridge old-world tradition and modern function.
Packaging and digital layouts reflect a quiet tension: edge-to-edge precision with generous breathing space. Photography is intimate and tactile—skin, texture, reflection—always human, never staged. The entire system is designed to feel like skincare itself: clean, honest, and light on the skin.
Design System Principles
Built around modular content blocks and product card logic, the system supports both storytelling and science. Ingredient callouts, product usage, and skin-type compatibility are surfaced as primary content, ensuring users can trust what they’re using and why it works.
Interaction design favors stillness over animation. Micro-interactions reflect the pace of ritual: slow reveals, soft fades, and minimal transitions. Each component of the system is tuned to feel like care—not performance.
The App
A central part of the digital experience is the mi-ji Routine Builder—a guided, diagnostic tool that helps users create a personalized skincare path based on lifestyle, environment, and seasonal needs. Built with flexibility in mind, it evolves with the user, adjusting routines over time.
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We also developed a Batch Card System, allowing users to trace each product back to its formulation date, active cycle, and key ingredient sourcing. It’s a transparency feature that quietly builds trust—making skincare feel both personal and precise.
