Brand
Miny is a joyful, international, and trendy lifestyle brand that brings color, energy, and good vibes to everyday life accessibly and affordably. At the core of the brand is the idea that even small, personalized things can bring more joy.
Although Miny speaks Finnish, English headlines and call-outs are used in marketing and in-store materials. Miny’s slogan is also in English.
Slogan
Sweet finds, tiny prices
Miny brand story
Miny thrives on joy. It is a playground, confetti, and a candy store of colors for you and your home. Freshly trendy lifestyle, home, and beauty finds bring energy and light to everyday life.
Miny products are fun, beautiful, and durable, but never expensive. It is easy to mix and match sets from the selection, where only your imagination is the limit. That is why shopping at Miny is as much of a smile-inducing experience as using and showing off the products.
In addition to a brilliant price-quality ratio, Miny is within everyone’s reach at Tokmanni stores and online. So, let yourself fall in love with Miny without a worry. Joy belongs to everyone!
Values
Joy brings more joy.
Miny products are everyday confetti, adding color and joy to life.
Brilliant quality for a tiny price.
Miny products offer a brilliant price-quality ratio and an excellent value-to-smile ratio.
Joy belongs to everyone.
Miny encourages everyone to create a uniquely personal life and environment.
Tone of Voice
Who we talk to
Miny’s primary target audience is youth and young adults (approx. 12–28 years old), especially 15–20-year-olds, for whom trends, interior design, beauty, and self-expression play an important role.
How we talk
Miny’s voice is joyful, playful, and approachable. The brand speaks like that bestie who is always up for fun – genuinely and warmly. The goal is to bring a smile, encourage letting go, and inspire joy-sparking purchases.
Joy has no gender. Therefore, we strive for gender neutrality in our choice of words, whether it’s about beauty care or interior design. In a nutshell, the style is lightly positive – a spark of joy for every day.
Language
English headlines are used in in-store and marketing materials to support Miny’s international vibe. The main language on packaging is also English.
Short in-store call-outs (new, sale, etc.) are written in three languages (Finnish/English/Swedish) whenever possible. Other content and communication are implemented in the local language.
Do this
- Use inspiring and energetic language
- Highlight the feeling the product brings, not just the product
- Keep messages short and easy to understand
- Utilize trends and current phenomena
- Keep the tone gender-neutral
- Play with language and headlines joyfully
Do this
- Use inspiring and energetic language
- Highlight the feeling the product brings, not just the product
- Keep messages short and easy to understand
- Utilize trends and current phenomena
- Keep the tone gender-neutral
- Play with language and headlines joyfully
Short call-outs
Fun mode on
Sweet little things
Tiny prices, big mood
New & Fun
Feel cute
Headline examples
Lifestyle, home and kitchen
Make it cozy
From mess to yess
Happy place starts here
Joy of staying home
Sunny side up
Beauty
Glow-up stuff
Tools to slay
U look BTFL
I’m hair for you
Nailed it!
Seasonal
Picnic pick-ups
Holly jolly finds
Bring Xmas to ho-ho-home
Its a Boo-tiful time
Spooky but sweet
Gifts
All wrapped up
Gifted & fun
Gift mode: ON
Sales call-outs
NEW / UUTTA / NY
SALE / ALE / REA
TOP PICK / SUOSIKKI / FAVORIT
Photography
An abundant style of presentation is preferred in product images. The quantity of products in the images can be exaggerated (e.g., a chair overflowing with decorative pillows, five pairs of sunglasses on a face, a large pile of jewelry). As a rule, the product is shown in its environment of use, not in a studio.
Graphic guidelines
From Miny’s Graphic Guidelines, you will find downloadable logo originals and instructions for color usage, typography, and packaging.