Ecoture

THE BRIEF

Ecoture is a fashion aggregator bringing ethical brands together for a growing audience of ethics-oriented consumers. As a business differentiated by its values, it was important to position Ecoture as the go-to place for eco-ethical fashion, and communicate the brand story with purpose and clarity, with positivity. The challenge lay in bringing together like-minded designers and customers to form a community; where the desire to do good (and look good doing it) would stand out from commodified fast-fashion marketplaces brands that have flooded the market. There was also a limited window of opportunity to establish the business and become the leading and benchmark brand others will envy.

THE SOLUTION

The Brand Elements: Working closely with the brand’s founders we developed a Brand Structure that aligns the brand story to the passion and ethos at its core. An integrated visual identity was developed to reflect the authenticity and steadfast nature of the brand positioning; with the clarity and relevance required in this highly competitive space.

The Strapline: The relationship between human need and its impact on the world is central to the opportunity for the brand, but also a consistent reminder of the fragility of nature in the face of rampant consumerism.

The idea of introducing people to the Ecoture ethos, and forming a connection between individuality and altruism, is at the heart of the Strapline we developed.

‘Values, meet Beauty’ encapsulates this connectivity, with Ecoture as introducer for two groups sure to be friends for life. The strapline reinforces that desiring beauty and personality need not be in conflict with humanist values.

The Design Mnemonic: To introduce and create a lasting, memorable impression of the brand, we created a design Mnemonic (pronounced, ‘nem-onic’) to represent natural order and beauty; with craftsmanship and care. The verbal identity was refined to create an accessible brand language while reinforcing a sense of community across key market segments.

Digital Presence: For every web and social media touchpoint we developed designs specific for each interaction, and appropriate for the interaction-type.

Sales and Fulfillment Collateral: To support a seamless and consistent audience experience, we created designs and templates for all communications.