Following Victorian Plumbing’s acquisition of Victoria Plum in mid-2025, the business made the strategic decision to relaunch MFI as an online-only home furnishing retailer. The MFI brand names carries a legacy and a rich history in UK retail. Our MFI is a fresh, modern take on this familiar name, entirely different from the MFI of British history.
I was given the huge opportunity to design the rebrand of MFI’s visual identity. Due to the legacy not being part of the creative strategy, this allowed me to develop a completely new brand system and visual language from the ground up.
