MEET THE Designers:
Romina Arjomandi
linkedin.com/in/romina-arjomandi/
SUMMARY
My project explores how MINARO can strengthen brand loyalty by shifting from fast-fashion norms toward emotional, story-driven luxury. Through research, interviews, and market insights, I analyzed what drives meaningful consumer connection and how intentional design, visual storytelling, and thoughtful experiences elevate perceived value. This work reveals how MINARO can build lasting relationships grounded in authenticity and desire.
challenge
I identified key needs by analyzing MINARO’s target audience, existing customers, industry professionals, and the broader fashion community. Stakeholders seek emotional connection, consistent storytelling, and higher-quality experiences missing in fast-fashion models. Gaps include weak brand differentiation, lack of intentional visuals, and limited personalized touchpoints. These insights reveal opportunities to build loyalty through richer storytelling, thoughtful details, and a more cohesive brand identity.
Outcome
The project evolved into a strategic brand enhancement focused on emotional desirability, intentional storytelling, and elevated customer experience. This included visual identity refinement, personalized touchpoints, packaging prototypes, and designs that reflect MINARO’s essence. These outcomes directly address stakeholder needs by strengthening brand recognition, creating meaningful emotional connection, and offering a higher-quality, more memorable experience missing in the current market.
