Re. FASHION WASTE
Designing a Campaign for Effective Communication on Fashion Waste and Sustainable Practices in India
Scope of Work: Branding and Visual Identity, Campaign Collaterals, Website Design, Social Media Execution and Management
The fashion industry is responsible for 1.2 billion tons in greenhouse (GHG) emissions per year, amounting to 8-10% of the carbon footprint worldwide.
We worked to transform the narrative around fashion waste, through the following fundamental questions
How can we shift the perception of extending the life and durability of clothes?
How can clothes be reused and locally sourced?
How can we change the fashion industry’s perception on circularity and local communities?
As part of the campaign Kaboom developed a brand identity, logo, and the entire design system targeted at a millenial and Gen Z audience
Our brand identity - Re. naturally lend itself to the design system. Re. is not just a word, it is all- encompassing and synonymous with sustainability in general. An identity like Re. provided an opportunity to deny specificity, and embrace the sustainability movement in general.
Re. allows us to explore a gamut of terms and use them across the campaign in a relevant and interesting manner, while keeping it highly Re.cognisable.
Re. would be Re-usable, and Re.petitive, ensuring a high Re.call value amongst the audience. Re is young and will Re.sonate with the target audience.
Re. used in the right context helps connect with anyone interested in the idea of Re.cycling, Re.using and Re.pairing.