‍Solution

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In need of a new identity to support its Jungle collection, the aim was to keep things playful, while drawing on the 'off duty' aesthetic in keeping with the brands focus on highly personalised style.Taking inspiration from the ties the brand has in Brazil allowed for a sustainable and adventure driven brand image while also acting as a reminder of the power of personality when coupled with clothes and styling choices.

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The Jungle Club

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The Jungle club embodies the brands ties to sustainable and ethical clothing with a percentage of profits given to the Eden Project and its focus on reforestation in the Amazon (helping to mitigate climate change and restore ecosystems). In addition, the unknown that lies in much of the Jungle represents a state of mind to empower women to take on their own path and pursue the 'road less travelled.'

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Off Duty

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The 'off duty' aesthetic seen throughout was a necessary element in visualising the brands focus on lifestyle so that wearers of the brand can picture the clothes being worn in their own lives. With circularity and repurposing at the heart of the brand, archiving each garment with a Near field Communication tag aids in garment repairs and take back schemes, as well as tracing the product lifecycle and collection story of each item.

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