Brand Consultancy _ Creative Direction


Design Direction,
Brand Guidelines,
UX + Editorial Design

Complete re-brand of this women’s denim brand with its roots in the 70s.
Re-aligning the creative with the target audience – a fashion girl, not a trend follower. Telling stories of modern nostalgia and the London Denim Girl.


Objective – To re-invent M.i.h Jeans as a modern denim lifestyle brand, to re-align the creative to suit their target audience without alienating the existing customer and to re-position them to sit alongside contemporary luxury brands.

Capturing a brand’s spirit through a timeless font face and
bold colour. An identity that grows with their natural evolution.
An eye-catching, tactile denim lifestyle brand.

Furniture that is modular, easy to merchandise and brings the blue-jean spirit to any space.

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