Australian stationery brand Mi Goals has relaunched with a fresh new look, new products, and a US distribution deal.
The company was founded in 2010 and produces a range of goal setting notebooks and journals that are designed to help consumers turn their dreams into actions. Managing director, Adam Jelic, says five years later was the right time for an update that reflected how the business had changed.
“When we first started Mi Goals we designed the first logo based around the quote style of the original diary,” he says. “But over time as our products evolved and grew and the style changed, we felt the logo wasn’t consistent with the rest of the brand.
“We felt it was time to refresh the look and feel of our brand to reflect how we’d grown since that first year.”
Along with the rebrand, 2016 also saw Mi Goals successfully launch its 2016/17 collection, and the company is about to debut a collaboration with watch and lifestyle brand The Fifth. Jelic says he is keen to expand into new product segments that work with the brand’s philosophy.
“The inspiration behind the new products is to create things that empower and help people be better on a day-to-day perspective,” he says.
Mi Goals is also focused on international expansion, and the company recently signed with an agency in the US to represent the brand. “We are also actively looking at both the Asian market and European market for potential distributors,” Jelic says.
While it has been a great year for the company, there have been a few challenges along the way.
“Obviously along with all the positives there have been challenges we have faced also, including increased competition in the lifestyle stationery market,” explains Jelic.
“Other challenges have been managing growth into overseas markets, but these are all good problems to have and we have been excited to tackle them head on.”
By Ruth Cooper
