Mughal Wax — Alisha Verma

Mughal Wax

Brand Identity

Summer 2025: Personal Project

Objective:

Design a brand identity for Mughal Wax, a theoretical record company dedicated to uplifting the work of South Asian musicians.

Moodboard:

Taking inspiration from the vibrance of Indian album art, the boldness of street signage, and of course -- the beauty Mughal art itself.

*all street sign images are from designer Pooja Saxena’s project India Street Lettering.

Sketches:

Direction One:

This direction explores the imagery of a postage stamp, simplifying the visual language of Mughal artwork while integrating it witth the form of a vinyl record.

Direction Two:

This direction explores the imagery of a lotus flower, a widespread symbol associated with South Asian culture. This was intended to be a more nontraditional iteration that didn’t rely on the image of a vinyl record.

Direction Three

This direction integrates the image of a vinyl record with a simplified interpretation of a figure from Mughal artwork.

This iteration was focused on creating an easily identifiable mascot for the brand. I ultimately chose this design for its playful adherence to the brand’s name while emphasizing the product offered to consumers.

Logo and Wordmark Exploration:

Exploring type that communicates the brand identity while aligning with the stylistic qualities of the logo.

Typography:

The typeface chosen for this project was Forma due to its round, geometric qualities that echo the clean geometry of the logo while maintaining a friendly, modern ethos.

Asterisk Sans acts as the primary typeface for bodycopy for its open counterspaces and simplistic legibility.

Color Palette:

Playful, energetic tones were chosen to echo the liveliness of South Asian music and the nature of the region itself.

Touch Points:

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