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MIRTH Caftans

Category

Small Batch Goods & Storytelling

In Collaboration with

Veda House

wordmark BY

Ashley Putman Design

Select Photography by

Kendall Hanna and Veda House

MIRTH creates modern, versatile caftans that are made ethically in small batches. The company is guided by the mantra "We believe the clothing we wear can serve a greater purpose," and 5% of profits go to their education initiative in the village of Bagru, India, home to many of their artisan partners.

 

Looking to launch in a clear and cohesive way, founders Katie and Erin came to us looking for guidance in their visual storytelling. They sought to combine their limited-edition process, ethical message, and travel-focused audience into a consistent visual aesthetic. 

As we crafted a way to share MIRTH's story with the world, we worked to establish a visual tone consistent with the slow living their caftans encourage. Through a pastel color palette, beautiful photography, and carefully chosen layout and type, we sought to create a lookbook as beautiful and unique as the caftans themselves.

By establishing subtle design details throughout, we built a solid brand experience that lasts from first sight to product purchase to lounging in a caftan you can feel good about.

 
“It’s refreshing to work with a creative team that nails the big picture along with the design details.”
— Katie McClure, MIRTH Caftans

MIRTH has since launched their first collection, confident in their brand story. Their caftans have recently been picked up by Anthropologie.