Relove
Creative Process Slideshow
Agarwal Sanjana F17DM0760 DM3F, NAFA
Relove
Creative Process Slideshow
About Relove With a rise in fast fashion and growing textile waste, adopting circular economy is crucial, Matter abhors the production of textile waste and wants the consumers to support circular fashion, and participate in upcycling. Through the campaign “Relove� they want consumers to revive their love for their garments by giving it new life.
Creative Process Slideshow
Case Studies During my research I came across the works of several designers and companies in the fashion industry that have adopted circular fashion in their daily lives. The works helped me understand the constraints of this project and the standard of the work in the industry.
Source: Zero Waste Daniel, Retrieved from https://zerowastedaniel.com
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Daniel Silverman created a fashion brand called Zero Waste Daniel (ZWD). It’s created of 100% scrap material. His collection is not only beautiful but gives you the chance of having one of a unique kind pieces. At his store, you can see his team working on the upcoming pieces on-sight. All his pieces are unisex, which is one of the other beauties in his work. You’ll find everything from t-shirts, sweaters, coats, jackets, hoodies, tank tops, joggers, shorts and even a few accessories. Source: Zero Waste Daniel, Retrieved from https://zerowastedaniel.com
ZERO WASTE DANIEL
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While our passion for fashion is at least part of the problem, experts say the industry itself needs to be smarter with production to lessen environmental damage. Initiatives for change are happening - the 2020 Circular Fashion System Commitment was adopted by dozens of brands. By May 2018, 12.5% of the global fashion market had signed up to the 2020 targets - including big global names like Nike, Asos and Gap. Jack Ostrowski, founder and CEO of the reGAIN app which helps people recycle unwanted clothing, believes fast fashion is not just an industry problem but a social one too. He has developed an app that encourages consumers to recycle their clothes by offering incentives such as retailer discounts.
Source: https://www.bbc.com/news/world-44968561
FAST FASHION
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RESEARCH We generate a lot of textile waste every year. The fashion industry is hugely wasteful because of its dependence on popular trends. In present times, consumers are more conscious of climate change and make their purchase decisions on their values. According to the National Environment Agency, Singapore generated over
150,000
7%
tonnes of textile and leather waste
of it was recycled.
47 pairs of jeans per person in SG!
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A recent survey by Weber Shandwick found that 39% of the consumers would choose not to buy a product if they disagree with the values of the company that makes it, even if they might otherwise prefer it. To increase the goodwill and loyalty of the company in its consumers, Matter Prints launch the campaign “Relove� to tackle the textile waste crisis. Through this campaign, Matter will encourage the consumers to participate in upcycling activities.
39%
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68%
Generation Y heavily dependent on their peers. The reports explain that 68% of millennials will not make a significant decision until they discuss it with others. This has lead to a rise of Influencer Marketing where brands collaborate with YouTubers, Instagrammers, etc. that this generation looks to for advice. Brands are trying to get great consumer reviews and experiences that are top-notch speak to this generation through online platforms. The product has to be photographed well and can be shared on Instagram to reach out to the audience.
Country Around
American
England
Australian
SURVEY In an online survey, here are some of the key findings that provided me with clarity to execute my project.
18.2%
72.7%
59.1%
13.6% 95.5%
81.8% 27.3%
How often to you buy eco-friendly products
Have you heard of the zero waste concept
27.3%
Have you tried upcycling your clothes at home
Would you be interested in learning upcycling skills
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TARGET AUDIENCE
GENERATION Y The project is mainly targeted at Generation Y, as they have similar lifestyles, thoughts and beliefs, that influence their behaviour. This generation comprises of millennials who are born between the years 1980 – 2000. Consumers have also become more aware and passionate about social and environmental causes, challenging the status quo to bring about change. Millennials and Gen Z are one of the most reliable drivers of this movement, More and more brands are responding by integrating social and environmental themes into their products and services. Generation Y has a particular interest when it comes to their buying habits, psychology and other factors that are very distinctive and contrasts from its predecessors.
LOCATION This project is based in Singapore. In Asia Singapore is the hub for trade and culture. Singapore, ranked second after Hong Kong as a textile and apparel business sourcing hub in the Asia-Pacific region. Singapore houses 4,818 establishments — 4,212 wholesalers and retailers, and 606 manufacturers. Sustainability is encouraged as more local labels actively try to cultivate reuse based culture in their businesses, the resources that were used in textile and fashion production is equally important to what comes out during the production.
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MOOD BOARD
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BRANDING
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Elements Logo Design Typography Colours Illustrations Pictures Videos Liquid Presentation
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Logo Type
Colours
Primary Logo
Secondary Logo
I had to choose which type
The logo was placed in
Primary Logo to be used in all
Secondary Logo to be used in
works the best for the project
different colour combinations
the collaterals
specific collaterals
LOGO DEVELOPMENT
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Saint George Lowercase stencil is a display font that is to be used on Headings, Posters and Banner Images
GOTHAM FONT FAMILY MEDIUM BOOK
LIGHT
TYPOGRAPHY
Gotham Font family comprises of different font weights is to be used on Headings, Sub headings and body text
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#EB6A5A
#EEBAAD
#F4EDE7
#EC7239
#F39F35
#3CB7E7
#4272B1
#8AA5D2
COLOURS
The colour palette comprises of equal warm and cool tones to make the brand look playful and approachable
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i
Stickers
ILLUSTRATIONS
Illustrations
Publication
The project comprises of different illustration styles that can be used in different collaterals.
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Campaign Photos
PICTURES
Publication
This project comprises of campaign pictures in collaboration with Matter Prints and halftone printed images for publication and posters
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DIY Videos
VIDEOS
Banner Video
Case Study
Advertisement
This project comprises of different videos such as blog posts, banner videos, advertisements and case study videos.
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Relove Workshops Through the campaign “Relove� they want consumers to revive their love for their garments by giving it new life. Relove helps to create awareness and educate people about circular fashion by hosting a set of workshops to teach people upcycling, and collect old clothes from the houses of people or pick up boxes to create new fabric
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POSTERS
This project comprises of campaign pictures in collaboration with Matter Prints and halftone printed images for publication and posters
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STICKERS
The project comprises of different illustration styles that can be used in different collaterals.
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DIGITAL COLLATERALS This project emphasizes on educating the consumers about circular fashion and textextile waste by teachning upcycling skills, to reach out to the audience, we create multiple digital collaterals like Website and Instagram
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PRINT COLLATERALS This project emphasizes on educating the consumers about circular fashion and textextile waste by teachning upcycling skills, to reach out to the audience, we create multiple digital collaterals like Website and Instagram
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Relove DIY Kit Relove comprises of a DIY kit with booklet and tools that the consumers can use to upcycle their clothes Relove kit comprises of a booklet with 9 DIY upcycling activities with instructions for the users to follow, The kit will also comprises of stationery and materials that the consumers can use to upcycle their old clothes. The products consumers create can be reused and will be valued more by the consumers.
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PUBLICATION
This project comprises of campaign pictures in collaboration with Matter Prints and halftone printed images for publication and posters
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PACKAGING AND STATIONIERY This project comprises of campaign pictures in collaboration with Matter Prints and halftone printed images for publication and posters
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AD FILM This project comprises of an advertisement that explains the elements of the campaign and the products that the consumers can make Click on the picture to view the ad
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Website
The website educates the
The Instagram will be used to
consumers about the campaign and register for the workshops
promote the campaign and reach out to more consumers