design thinking


Brand identity and collateral for Australian organic clothing label and business founder Derek Muir.

One of the very few locally designed, Australian made organic clothing brands on the market, the logotype
reflects the enlightened principles behind the philosophy: to celebrate the true potential of the individual and our connection to the planet, to be the very best we can be as human beings, to live responsibly and infuse our lives with vitality.

The logotype playfully embodies the principle of connectedness. Rationalisation of a detailed brand architecture in the early stages of business development outlining relationships between various brand touchpoints, product lines and underlying philosophy was instrumental in defining key aspects of the total brand experience.

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