This setback motivated the company to change track and focus on its own brand with the goal of creating a stronger Miquelrius brand of greater customer renown.
The first step was to modernise the design of the corporate image to deliver more impact and recognition, whilst maintaining its personality and values, such as innovation, quality, creativity, customer focus, corporate social responsibility and environmental conservation.
After redesigning the image, the company launched Miquelrius products on the market, grouped in a single catalogue, independent of the licence collections. The Backpack category was strengthened with new models, such as the ergonomic backpack, designed in conjunction with the Sant Joan de Déu Hospital in Barcelona, and the Doodle collection of items made using recyclable material, which you can paint on. The Miquelrius Art By collection was created, with products based on design and differentiation and featuring the collaboration of prestigious international artists and designers.
In addition to these new business areas, the company continues to market popular products under licence, such as Agatha Ruiz de la Prada and well-known television cartoon characters. Then there are the traditional diaries and classic products that have been the cornerstone of its identity.
