Blanca Rodriguez's dream when she opened her clothing store was to attract main street shoppers and offer them similarly affordable prices, only with dollops more style. Rodriguez envisioned dressing her clients in fashions infused with glamour and spiced with sexiness.
So she turned to Mijo, a branding agency that has experience turning dreams into reality. In Rodriguez, Mijo saw an opportunity to bring a premium feel to a mass market brand with the opening of Beltu Didot in Puerto Vallarta, Mexico's atmospheric Old Town in mid-2008. It is the first of many stores Rodriguez plans to open throughout the state of Jalisco. For Beltu Didots design, Mijo turned to that staple of Victorian novels, the luscious and lascivious boudoir. Staying on theme, Mijo then designed the store's logo with a wink at the diaries that were often used to weave the tales in those novels. Finally, Mijo consummated the romance when it gave a name to Rodriguez's dream: Beltu Didot is a merging of and play on the founder's nickname and the Spanish phrase for “You are beautiful”, or “Tu eres bella”. “We had a lot of fun at Mijo creating the name and design for Blanca's concept”, said Ramon Lopez, a Mijo designer. “Mijo challenges the idea that good design is exclusive and working on Beltu Didot allowed us to test our belief. And so far, the public response has been positive”.