Entering the smartphone market meant entering a new era for Mivi, calling for a new expression. Seventy was tasked to develop a rebrand that could position Mivi for its market expansion, creating a stronger and more distinctive identity for the launch while laying the foundation for the broader evolution to come.

Mivi’s new visual world combines the raw appeal of colour, sleek design, together with a bold bespoke typography. The visual system was built to extend across the launch, from teasing content, unboxing experience, social, ecom, digital and print advertising.

The font family is built around a grotesque sans serif, combining a distinct display face with a more versatile text version. Defined by bold curves, wide geometry and a strong visual character, it gives a recognisable voice to the brand across channels. Special characters were added to fit the Indian market and the font was optimized for working with digital e-commerce platforms.

Designed to grab attention, the unboxing sequence showcases the product and oversized wordmark at a dramatic scale. Through colour-matched details and layered formats, the packaging creates a fresh, elevated expression of the product from the first moment you hold the box to the reveal inside.