F/E develops «Mimigs» world of figures for Migros

Migros is focusing on a new family strategy: with the «Mimigs», the company is launching a world of experiences designed to appeal to children and adults alike. The six characters are being rolled out across Switzerland and are taking over from the Lilibiggs. They are moving into the store world, the club school and, from the summer, into Migros restaurants.

«With the Mimigs, we wanted to create a world in which families can find themselves and which they can experience together,» says Nuria McCrea-Grifoll, Program Manager Families at Migros Supermarkt AG.

Group of friends instead of individual mascots

At the center are six characters with different strengths and personalities. Instead of a single mascot, Migros has deliberately opted for a group of friends. The Mimigs live in «Mimondo» and appear as a duo of child and animal. Each character has a clearly defined superpower. The six characters - Miguel & Mello, Mike & Melba and Millie & Malva - set off on new adventures from a tree house.

From the idea to the figure

F/E was responsible for the concept, drafts and final design of the Mimigs. The team and client honed the personalities, roles and appearance in several rounds. Facial expressions, clothing and posture clearly distinguish the characters.

«It was important to us that you not only understand the characters, but feel them immediately. Visually, intuitively and regardless of the format,» explains Janine Bachmann, Brand Director at F/E and responsible for the creation of the Mimigs.

Start in everyday life

The launch will be accompanied by a 26-page booklet that introduces the world of the Mimigs and combines stories, puzzles and craft ideas. The characters will also be brought to life in other content, in the Migros Club School, on coloring and craft sheets, in stores and, from summer, in Migros restaurants.

Long-term world of experience

The Mimigs are designed as a long-term world of experience. Content and applications can be added to on an ongoing basis - tailored to the needs of families. After around a year of development, the launch will start in April in stores and on Migros' own media.

Responsible at Migros Supermarket: Rémy Müller (Head of Marketing & Communication), Frédéric Zürcher (Head of Campaigning & Sponsoring), Désirée Strassmann (Head of Campaigning), Sabine Ruchty (Marketing & Communication Strategist), Nuria Grab (Campaigning Project Manager), Nuria McCrea-Grifoll (Families Program Manager) Responsible at F/E: Karin Renold (Head of Live Marketing & Partner), Janine Bachmann (Brand Director), Luca Mariani (Head of Creation), Gioia Loretz (Art Director), Nadja Heimann (Production Artist), Danusha Kuchtova (Copywriter & Conceptor) CGI: Frank Barton