NotJustTrash | Brand Identity

NotJustTrash are an influential, sustainable fashion brand with a 40K Depop following. They needed a brand identity that suited their unique still, was innovative and felt nostalgic.

NotJustTrash are, first and foremost, a brand for everyone. We chose Lexend Exa - a font developed to be easier to read for neurodivergent people (particularly those with dyslexia) to read.

When creating the primary NJT logo, we knew we wanted something that felt very Y2K and that could become a recognisable brand mark. We ended up creating a butterfly illustration from the letters N, J and T to create a logo unlike any we've seen before.

NotJustTrash is all about self-expression and exploration, so the standard 3 colour brand palette didn’t sit right with us. Instead we crafted a 12-colour theme with consistent tones that could be used throughout seasons.