Mud City is a mock brand identity for a second-hand apparel store rooted in the culture and character of Chicago. I wanted to capture the city’s identity by incorporating elements of the iconic Chicago flag, particularly its recognizable stars, while using sports as a central influence throughout the brand.

Chicago is a city deeply connected to its history, neighborhoods, and local culture. With Mud City, I wanted to highlight a more vintage, playful side of Chicago while still capturing the authenticity of a second-hand shop. The brand combines a nostalgic aesthetic with a clean, well-curated feel, creating a space where pre-loved clothing can be given new life and purpose. The goal was to celebrate Chicago’s roots while creating a brand that feels familiar, expressive, and distinctly its own.