Loomy

The minimalism trend aligns closely with sustainability as it removes negative space (waste) and helps nurture a new culture where people combine efforts to reduce the consumption of natural resources as a whole. This has evolved into a notable phenomenon, gradually becoming the norm that sustainability should be centred around minimalism when curating a brand identity.

To challenge this trend, Loomy, a pioneering eco-conscious clothing brand, takes a bold and friendly approach to their new brand identity, striving to stand out among competitors.

Curating a brand strategy targeted at a Stockholm-based audience aged 21 to 35, we utilised bold colours to amplify the brand's playfulness and incorporated neutral tones to lend it a soft, organic look. This has sparked a question regarding industry standards of eco-conscious branding – do you have to be a minimalist to embrace sustainable fashion?

The core of Loomy’s brand identity is bold yet approachable. We subtly tweaked the letters to create a hand-drawn feel that aligns with Loomy’s values, allowing it to stand out in a minimalist market. To evoke a sense of authenticity, the logomark features rough edges, distinguishing it from other sustainable brands that opt for sleek, elegant typefaces.

Loomy’s mission is to redefine sustainable fashion by blending bold creativity with eco-conscious principles. They strive to challenge industry norms and inspire positive change in the fashion world by offering vibrant, playful, and ethically crafted clothing that celebrates individuality while respecting our planet.