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RENTRAYAGE
BRIEF:
RESPONSE:
Create a new sustainable campaign for an existing identity to push the direction of the company forward and attract an audience that are advocates for the betterment of the environment. This must be accomplished with the brand’s ethos in mind and preserving the core beliefs of the entity.
My first plan of action was to research sustainable issues in the fashion industry and practises from sustainable brands and campaigns. Rentrayage was a brand that stood out to me as their elegant craftsmanship and manufacturing methods were nothing short of impressive. I then generated ideas for the rebrand and online/physical campaign. Packaging for the brand closely followed.
Branding, Online/Physical Campaign, Packaging
TYPE
My decision to pick Amarante as the typeface to represent the brand stems from the free flowing and eccentric nature of the type. Utilizing a decorative typeface to represent the brand suggests a bold and daring approach to design, from both an aesthetic and manufacturing standpoint. I wanted to suggest that Rentrayage is in a league of it’s own with it’s own methods and approaches to design.
CURRENT
REDESIGN
CURRENT
LOGO DESIGN
An R was created for the logo to represent Rentrayage. Another design decision that provided a unique and daring approach to their image. The curved structure symbolizes the expressive nature of the brand.
REDESIGN
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COLOUR
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Relevant colour palette that conveys the company’s stance on sustainability. Minimal colours utilized to create sophisticated and striking designs.
EVERY PIECE
HAS A PURPOSE
TONE OF VOICE
Every piece has a purpose is a tagline that encourages the audience to make conscious decisions regarding fashion and cherish their garments. This statement is powerful as it conveys a thought provoking message that is easily understood by their target demographic.
POSTERS
PACKAGING
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