Case study
Brand identity
Guidelines
Mockups

Myti

A full identity for a women’s clothing label: a name with a story, a butterfly, three pinks and everything they get printed on.

Role: Brand Designer
When: Jul to Aug 2024
Client: Myti, women’s clothing
Scope: Strategy, identity, guidelines, mockups

Overview

Myti is a home-grown Indian women’s clothing label: minimalist, premium, elegant.

I built its identity end to end, from the brand foundation to the sign above the shop door, and wrote it up as a 24-page guideline so anyone can apply it the same way.

24pages of brand and design guidelines
14deliverables, from brand values to storefront
3brand colours, each with three tints
5printed and physical applications

Scope

Brand designer, Jul to Aug 2024

Brand strategy
Visual identity
Brand guidelines
Mockups

The name

Myti is two words in one: the founder’s name, Mythili, and "mighty".

That gave the brief its centre. The clothes are meant to make a woman feel elegant and strong at once, so the identity had to do both too.

Brand values

Six ideas the guidelines set down before any drawing started.

Elegant
Sundresses that feel poised and refined.
Modern
Contemporary trends blended with timeless styles.
Feminine
From delicate details to flattering silhouettes.
Mighty
Pieces made to feel confident and strong in.
Creative
Each dress treated as a piece of artistic expression.
Well made
Fine fabrics and close attention to detail.

The logo

A script wordmark and a butterfly. Together, or the butterfly alone.

Full logo on the left, symbol only on the right.

On light
Black on white or light backgrounds.
On dark
White on black or dark backgrounds.
On colour
Keep the contrast when the background has more than one colour.
Never
Stretch it, rotate it, outline it, or add gradients, shadows or random colours.