The Brief

Mint Accounting was launched by its founder when she was just 24 and has developed into a successful boutique accounting firm and tax advisory. While the business grew over the years, the brand identity got left behind. The Mint team felt that their existing brand and website were holding them back from conveying their professional, fresh customer experience. Their website didn’t function as the lead generation tool it should, and they lacked the sales collateral and language to articulate their services with pride and simplicity. Enter Branduo.

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.