wHO
Art Direction & Design: Henry Ngo
Copywriter: Lauren Rogers
Product Team: Kyle MacDonald, Gabe West
approach.
Our team collaborated on developing a brand and pitch for a line of eco-friendly, sustainable, and long-lasting men’s clothing. This was done as a part of an effort to launch new brands partnered with a celebrity stakeholder. Our goal was to combat the trend of fast fashion and position the brand as an everyday wear staple that consumers could feel good about buying. We focused on messaging around environmentally conscious sourced materials and humane production practices with eco-friendly shipping and packaging. The key line of the brand was the concept of The Hundred Year shirt, which would stand the test of time in terms of both material and fashion trends. All of this was built on an ethos that Ryan Gosling truly believed in. Although he loved the idea and was excited to move forward, the plan unfortunately hit a snag and was put on hold.
The LOGO AND COLORS.
We designed a logo and mark to enhance the overall identity, opting for a sans-serif font with classic features that resemble a serif font. We focused on creating a modern appearance with a touch of classic feel. The mark symbolizes the pins and markings that tailors commonly make while measuring fabrics. In addition to the logomark, we picked an earthy color palette that reflects the clothing's use of natural materials.
With the help of the product team, we built a reusable presentation box that would house samples of the clothing. Each item accompanied by tags—similar to how they would look in-store—told the story of each and how they were produced with care.
