Wardrobe Wisdom - Branding Manual

For a university project, I created a hypothetical social campaign to address the harmful effects of fast fashion, focusing on its environmental impact, labour rights issues, and exploitation. Fast fashion targets teens with cheap, trendy clothing that leads to waste and poor-quality garments. My campaign, "Wardrobe Wisdom," aims to promote sustainable consumption by encouraging clothing repair and longer garment lifespans, targeting UK teens, especially girls. Using platforms like TikTok, Instagram, YouTube, and billboards, the campaign will highlight the importance of slow fashion as an alternative to fast fashion.

The goal is to raise awareness and inspire action by educating teens about the harmful effects of fast fashion and encouraging a cultural shift toward conscious consumption. Success would be measured by engagement and changes in consumer behaviour, with the ultimate aim of fostering long-term, mindful purchasing habits.

Branding Approach:

To make the campaign engaging, I created a Rubberhose-style mascot for friendliness. I chose the Honeypirls typeface for its retro and bold feel, complementing the mascot's playful yet timeless vibe. After testing names, "Wardrobe Wisdom" was chosen for its simplicity and clarity, while the slogan "Sustainability through Stitch" emphasizes the campaign's message and focus on clothing repair.

I developed mockups for enamel pins, buttons, and sewing kits as promotional material, of which proceeds would go to the cause. I created a mockup of an interactive website featuring a pledge to encourage wiser consumer choices and alternatives to fast fashion, community and tips to become a wiser consumer when it comes to fashion. My promotional posters urged consumers to take action.

Brand Identity:

Logo: A thread and needle symbolizing stiching.

Typography: A mix of retro-modern typefaces, including Honeypirls, Arista Pro, and Oatmeal Sans, creating a playful yet timeless feel.

Colors: Earthy tones like Fern Green and Timberwolf, with vibrant accents to appeal to the younger demographic.

Brand Pattern: Nature-inspired, playful elements that add consistency and personality.
Overall, the branding fosters an approachable, educational design that connects with younger audiences while promoting sustainable fashion choices.