Retail brand book
From the brief: Fast and ultrafast fashion has become the norm for shoppers in Western culture. Mass-produced clothing appeals because it is cheap and accessible, but as clothing has become easier to buy, clothing production has doubled while garment lifetime has decreased. As a result, the clothing industry generates enormous waste in CO2 generation, landfill space, and wastewater and microplastic production, among other issues.
The client is starting a retail chain focusing on sustainable fashion. It will feature a house brand of clothing crafted with sustainability best practices, additional brands reputed for ethical and sustainable production, used and vintage high-quality clothing and wearable goods, and a small quantity of found fabrics and other materials for home craters.
Client
Student project
Year
2022
Ideation
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Moodboard
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Style board
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Name brainstorming
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Sketch
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Sketch
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Sketch
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Sketch
Realization
Early in the project, I was drawn to the continuous-line illustrations to represent thread used in seams as well as the connection between responsibility, sustainability and the environment. The final concept used the loose, continuous thread line to represent the logo as a word mark. The stencil typeface (Heimat Stencil Bold) suggested construction, with the warm color palette offering an earthy tone. The flowing lines carried through to illustrations.
Brand book spread
Store sign
Posters
Staff tee
Business cards
Wall art
Shopping bag
