Creative intelligence collaboration
Creative intelligence collaboration
Creative intelligence collaboration
Mia Pasta
A New Mia
A well-established brand, but a visual identity that no longer kept pace with today. Mia Pasta was moving forward with an image that no longer reflected its energy, creativity, or potential. It needed a breath of fresh air—a modern language capable of reconnecting with new generations.
The challenge
Young adults are the biggest consumers of fast food in Quebec. On digital platforms, Mia Pasta was capturing their attention… but not their appetite.
The challenge: create a brand that can truly exist in their world, foster a sense of belonging and, above all, convert them into restaurant customers.
The strategy
We refocused the brand on what truly sets it apart: the total freedom to create your own dish.
The objective: build an emotional space that speaks to young people and their need for self-expression.
To strengthen this connection, we created Mia, a modern, confident character designed so young people can see themselves in her and find her cool, natural, and authentic.
Creative direction
Mia, this is Her.
The brand’s creative, bubbly, trendy, and unapologetic soul. She embodies the freedom to eat your way, the freshness of a world in motion, and the desire to treat yourself without compromise.
Mia Pasta
The impact
New web users
Increase in social media impressions
Increase in sales after launch
Mia Pasta
A New Mia
A well-established brand, but a visual identity that no longer kept pace with today. Mia Pasta was moving forward with an image that no longer reflected its energy, creativity, or potential. It needed a breath of fresh air—a modern language capable of reconnecting with new generations.
The challenge
Young adults are the biggest consumers of fast food in Quebec. On digital platforms, Mia Pasta was capturing their attention… but not their appetite.
The challenge: create a brand that can truly exist in their world, foster a sense of belonging and, above all, convert them into restaurant customers.
The strategy
We refocused the brand on what truly sets it apart: the total freedom to create your own dish.
The objective: build an emotional space that speaks to young people and their need for self-expression.
To strengthen this connection, we created Mia, a modern, confident character designed so young people can see themselves in her and find her cool, natural, and authentic.
Creative direction
Mia, this is Her.
The brand’s creative, bubbly, trendy, and unapologetic soul. She embodies the freedom to eat your way, the freshness of a world in motion, and the desire to treat yourself without compromise.
Mia Pasta
The impact
New web users
Increase in social media impressions
Increase in sales after launch
Mia Pasta
A New Mia
A well-established brand, but a visual identity that no longer kept pace with today. Mia Pasta was moving forward with an image that no longer reflected its energy, creativity, or potential. It needed a breath of fresh air—a modern language capable of reconnecting with new generations.
The challenge
Young adults are the biggest consumers of fast food in Quebec. On digital platforms, Mia Pasta was capturing their attention… but not their appetite.
The challenge: create a brand that can truly exist in their world, foster a sense of belonging and, above all, convert them into restaurant customers.
The strategy
We refocused the brand on what truly sets it apart: the total freedom to create your own dish.
The objective: build an emotional space that speaks to young people and their need for self-expression.
To strengthen this connection, we created Mia, a modern, confident character designed so young people can see themselves in her and find her cool, natural, and authentic.
Creative direction
Mia, this is Her.
The brand’s creative, bubbly, trendy, and unapologetic soul. She embodies the freedom to eat your way, the freshness of a world in motion, and the desire to treat yourself without compromise.
Mia Pasta
The impact
New web users
Increase in social media impressions
Increase in sales after launch
