MIA MIA Brand Storytelling

CHALLENGE

Mia Mia is an independent cafe located in the quaint suburb of Higashi Nagasaki, near Ikebukuro, Tokyo. The cafe, founded by Vaughan and Rie Allison, focuses on third-wave style coffee, using Fuglen and Padre coffee beans. Prior to its opening, Mia Mia needed emotive and informative copy for its website and promotional materials.

SOLUTION

Y+L Projects conducted a series of sit down interviews and casual visits to the cafe during its development process to understand the cafe’s ideologies. Then we crafted Mia Mia’s brand story, which outlines its origin, ethos, and message.

RESULT

After consulting with Vaughan and Rie and re-crafting and perfecting the copy, Y+L Projects produced a brand story and copy that could be translated into Japanese and is now used as the main introduction text for the cafe’s website. This copy was created so it can be adapted for social media, magazine, press release, and other use in the future if need be. Opening in April 2020, Mia Mia has already received press coverage across a wide selection of Japanese print magazines and online media.

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