MINT ACCOUNTING
Project Overview
Key Deliverables
+ Brand Strategy
+ Customer Interviews
+ Corporate Identity Design
+ Website Architecture & Copywriting
+ Website Design Management
Creative Partners
+ Nish Creative Design Studio
+ DMN Creative
The Creative Challenge
The accounting realm is typically perceived as boring and staid, conjuring up associations of older men, dull colours and promises of trustworthiness. Mint is an all-female team of young, dynamic professionals who are relatable, likeable and avoid jargon wherever possible. The creative challenge for this project was conveying the brand’s fresh, authentic vibrancy without undermining the business’ credibility or capabilities.


The Strategic Solution
Interviews with key Mint clients revealed a deep appreciation for the team’s warmth, ability to “just get it done” and to simplify the complex worlds of tax and accounting for laymen. Branduo crafted a new verbal identity for the brand, underpinned by a tone of voice that is real, reassuring and informed. The newfound brand narratives address client concerns head-on and position Mint’s services in easy-to-understand terms. A beautiful serif font was selected for the new logo, which features a tiny Mint leaf that pays homage to the brand’s name and fresh approach. A unique colour palette of emerald green, blush pink and goat-milk white give a sophisticated and feminine feel, while pops of mustard infuse warmth and fun into the various brand expressions. Real, rather than stock, photography is used wherever possible in order to uphold the brand’s authentic brand personality.