madre natura

Still one of my favourite brandings of 2020/21. Madre natura is a contemporary Australian fashion design house. The name translates to ‘Mother Nature’ in Italian. Madre natura believes that respect for the environment is equally as important as respect for ourselves. This guides them with every decision they make and aligns them with their values: Sustainable, Ethical, Circular, Slow-Fashion and Gender-Neutral. A simple design system for the creative was put in place, putting the garments and materials first and at the heart of the brand. The branding, illustrations and typography would always be secondary to these elements. The wordmark is derived from an old hand-cut typeface. The mark pays homage to the artisans of the past and the artisans that design and make their clothes.