Howl Trading Co. was set up to provide sustainable clothing using up-cycled vintage fashion and salvage wear manufactured from 100% recycled materials. The client had already established a strong vision of what they wanted their branding to entail and it was my job to encapsulate their vision and make it a reality.
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'Respect your threads' is a 'make do and mend' philosophical tagline that my client came up with which aims to attract like minded people to connect with their brand and educate those who are unaware about the environmental benefits of recycled clothing. This is supported by a cleverly crafted message that appears on the back of clothing tags that serves to define the brand's purpose and values.
I chose a condensed titling font with an organic feel and combined this with lightning bolts to illuminate the logo's tagline and because they traditionally symbolise the destruction of ignorance. This, in turn, lends itself to ideas of wisdom and heroism.
Using the logos mark and typography, I created a design for their tote bags. The idea of the circle enforces the concept that clothing can be re-born into something else, giving it a new lease of life.
Similar to the lightning bolt, the wolf and dagger is reminiscent of vintage flash tattoo art, something that my client liked, and is a element of the brand that is used across many marketing channels alongside the logo. It represents a fearless leader and custodian in the fight against the 'throw away' fashion culture that we live in today.