品牌终端同质化是现在市场上普遍存在的问题，大规模的复制而忽略了空间体验的创新。第一次的沟通会议中，我们了解到“imi’s”这个名字是启发于法国经典影片《天使爱美丽》的女主Amelie。爱美丽认为每个女人心中都住着一个天使，希望imi’s的消费者可以像电影中的Amelie一样勇敢，找到自己，接纳自己。

The homogenization of the direct-to-consumer brands is commonplace, and the massive replications cause the blindness to the innovation of the space experience. In the first meeting with our client, we learned that the brand name of “imi’s” is inspired from the classic French movie “Le fabuleux destin d’Amélie Poulain” whose actress Amelie believes that every woman has an angel in her heart. imi’s hopes its customers be as brave as Amelie so that they find themselves and accept themselves.