Client
Fashion Praxis, a sustainable, ethical fashion brand whose garments are made in Britain. They also offer garment alteration services and workshops to enable people to recycle and reuse their existing clothes.
Brief
Create a logo and brand style that is contemporary, professional and versatile for use across digital and print touchpoints.
Themes for the brand were: Sustainable, ethical fashion, considered, contemporary, creative, professional, designed, relevant, on-trend, slow fashion.
Solution
Logo
Light interwoven lines are representative of the fabrics and threads at the heart of the clothing line. They are soft yet deliberate. The circular form was chosen to convey the sustainability aspect of the brand. A reference to the slow fashion ethos and the garment alteration and development services offered which aim to lengthen the lifecycle of clothes. The font chosen is bold in its structure but light in its weight, a contemporary pairing to the fluid lines.
Colours
A neutral colour palette was chosen to complement the garments made by the brand and to have a professional yet on-trend feel.