"REDMI in capital letters: the brand has changed its writing style and identity

Effective 15 November 2024, the Redmi sub-brand was officially transformed into REDMI (all capitalised) to symbolise a new phase of independent and stronger brand identity.

The Redmi brand was born as Red Rice (Hongmi) in 2013 and in 2019 became a separate sub-brand of Xiaomi, focusing on affordable mid-range and budget solutions.

The transition from Redmi to REDMI is not just a change of font, but the company's bid for renewal and modernity. The rebranding is already visible on official social media pages and websites. Presumably, the Note, K-series, and A-series will get new logos and visual style with REDMI in capital letters.

The official documentation says that everything will be Freudian - "For the dreamers who made our dream bigger". The rebranding will be rolled out globally - REDMI will now shout at you in caps in New York and Hong Kong.

Despite the fact that Redmi is simply a brand that has no independence from Xiaomi, the company positions it as a separate brand and never lists it alongside the parent brand. REDMI's stylistic difference could mean greater strategic autonomy: separate campaigns, positioning and possibly even internal product planning that run parallel to Xiaomi.