2020
During my sixth semester, I collaborated with Alina Lamparter on a branding strategy project as part of our coursework in brand development. The brief was to create a fictional brand, including a full strategic foundation and corporate identity.
From the outset, we were determined to develop a concept that offered real-world relevance and a positive impact—either for the consumer or the environment. While researching sustainability challenges in the fashion industry, we identified a critical yet often overlooked issue: the environmental damage caused by textile dyeing processes.
Although the fashion industry’s environmental footprint is widely recognized, most sustainability efforts focus on fabric choices and ethical sourcing. In contrast, very few brands address the harmful effects of conventional dyeing methods, which significantly contribute to water pollution—particularly in manufacturing regions. This insight became the foundation for our brand concept.
We developed a fictional clothing brand called UNDO, centered around sustainability and environmental responsibility. The concept is based on eliminating the use of dyes entirely—leveraging the natural colors of various sustainable fabrics instead. The name UNDO reflects the brand’s mission: to help reverse, or at least slow down, some of the environmental damage caused by the fashion industry. It also subtly plays on the word undyed, aligning with the core of the brand idea.
Inclusivity was another key pillar of our concept. Rather than dividing the online shop into traditional gender categories, we designed a system that allows customers to select pieces based on fit and style preferences—regardless of gender identity. This approach proved most effective during the development of our customer journeys, accommodating a diverse range of user personas.
UNDO’s corporate identity was intentionally designed to be minimalistic and clean, placing full emphasis on the garments themselves. To add contrast and visual interest, we introduced a bold yellow accent. This choice not only adds a distinctive element to the branding but also helps the brand remain approachable and memorable across a broad target audience.
SEE NEXT PROJECT ︎︎︎
︎︎︎ BACK TO ALL PROJECTS