Mufti is a branding project focused around a vintage clothing store aimed at young adults and students. Morgan Cook focuses the branding qualities to reflect the audience; price, quality and the environment. Morgan says, “I liked the idea of a retro theme to go with the vintage store, so from that I used that idea to create Mufti, I wanted it to be fun, engaging and colourful, something to make it stand out from the crowd of other highstreet shops.”

With the environment in mind, Morgan has designed labels and packaging that are fully recyclable and compostable. Using pre-loved vintage clothes enables a fair price for the consumer, also providing a space for people to donate clothes and receive discounts on purchases if they donate their old clothes.

For this project, Morgan has produced the branding and guidelines for Mufti, designing mockups for the brand such as labels and packaging to reflect the ethos of the brands values.