ANEW
A contemporary brand identity for the style-conscious, eco-forward generation redefining fashion with sustainability at its core.
ANEW, a sustainable clothing brand dedicated to creating fashion-forward pieces from 100% recycled fabrics, needed a brand identity that would resonate with environmentally conscious, style-savvy consumers. The challenge was to design a look and feel that captured ANEW's commitment to sustainability without sacrificing its trendy, high-fashion appeal. This meant creating a brand that communicated both style and substance, appealing to a modern audience that values ethical practices and innovative, on-trend designs.
To convey ANEW’s dual focus on sustainability and trendiness, I developed a visual identity rooted in minimalism and eco-friendly aesthetics. The logo featured a prime number of colors, designed to evoke a sense of renewal and cyclical sustainability. The color palette of vibrant colors reflects ANEW’s fresh, modern appeal. I used blurred backgrounds reminiscent of having had a previous existence as another piece of clothing, reinforcing the brand’s recycled, eco-friendly ethos. For brand collateral and packaging, I incorporated recycled materials and eco-friendly printing techniques, ensuring that every customer touchpoint aligned with ANEW's values. This cohesive identity positioned ANEW as a brand that bridges sustainable practices with stylish, innovative design, appealing to consumers who want their fashion choices to have a positive impact.
