Miha was founded by two sisters who wanted to bring clean foods that nourish the body to the table. The creation of the brand was built on the foundational insights that a niche consumer aspired to have it all; an active social life, variety in their routines, and health without the sacrifice. We positioned Miha as the perfect choice, a creative option to daily meal routines, and health achieved conveniently and deliciously. Key to success was the link between the market position and the design which was pure, simple and fitting for a contemporary hyperactive lifestyle. Our role was from the beginning which started with product consultation, and evolved into brand strategy and positioning, consumer segmentation, brand identity design and concluded with the guidelines.