Mich is a small independent fashion boutique offering minimal effortless clothing that only stock items that are black, white, nude or pale pink.
The logotype approach is very fashion conscious to reflect the values of the business, giving it a high-end, chic look and feel. Removing some of the stems within the letters suggests the idea of minimalism to echo the concept of the store.
The core colour palette is muted and mirrors the palette of the garments within the store. Generous usage of white space and a core black and white palette allow for the logotype to stand out and become easily recognisable just by its shape and form. Quality is reflected through the tactile mix of different paper stocks and print finishes.