Developed Visual Identity for Our First Startup in Fashion Business, and The Story /2016/

YEAR 
2016

CLIENT 
Miranti Scarves

ROLE
Brand Identity Design
Creative Direction

Ranti has always been drawn to fashion—not just as a passion, but as a way to tell stories. When she brought the idea of Miranti Scarves, I understood it wasn’t just about creating beautiful headscarves; it was about crafting something that felt personal. She wanted women to wear them not just as an accessory, but as a quiet statement of confidence, identity, and grace.

But in a market filled with countless scarf brands, how could we make Miranti Scarves stand out?

This is the story of how we tried. Of the colors we chose, the identity we shaped, and the lessons we learned along the way.

Miranti Scarves had to be more than a product; it had to be an experience. From the very beginning, we focused on three core values: ① Calmness—A brand that feels effortless, not overwhelming. ② Elegance—Timeless designs that never go out of style. ③ Chic—A modern identity that fits seamlessly into today’s world.

The visual identity began with color—specifically, fuchsia. For Ranti, this wasn’t just any shade; it was deeply personal. It had always been part of her life, appearing naturally in and out of the frame.

From there, our exploration deepened. We played with its shades and tints, discovering a palette that carried the same warmth and energy. It wasn’t just about choosing colors—it was about capturing a feeling, a statement, a signature.

The logo followed the same principle. A fusion of classic serif and modern sans-serif, it balanced tradition and modernity—just like the women who would wear our scarves. We also designed a signature charm, a small but meaningful detail that transformed the brand into something more personal. It was a keepsake, a statement, a mark of belonging.

Our goal was never just to sell scarves—it was to create something women would be proud to wear.

Seeing customers share their #IWearMiranti moments, celebrating confidence and friendship, was proof that we had achieved something special.

However, as much as it pained us, we eventually decided to discontinue the line. As we thank the loyal customers and Moslem sisters who had joined us in this campaign (and bought our products), we chose to stop the production. The are many factor that I can’t diclosed, but we had to evaluate our process from the beginning to the end.

But, if we’re about to start again, we’re hoping to start it stronger than ever.

CREDITS

Fahmiranti—Co-founder, CEO
Edy Pang—Co-founder, Creative Director
Erza Abrianto—Illustrator
Nadd Qodri, Amanda A. Kirana—Photographer
Pita, Ais—Model