108
108 is a sustainable clothing brand, passionate about clothing that’s good for the wearer, communities and the planet. It creates men’s, women’s and kids clothing that feels good and looks good – while doing good.
108’s skin-loving fabrics are made from organic materials and natural dyes, produced by trusted producers and communities. Whether it’s natural knits, skin-friendly leggings or snug hoodies, every 108 item is designed to encourage wellbeing, balance and relaxation.
108 believes in circular design. Every piece is made to be made again. And when it’s no longer wearable, it can be sent back, for free, to be recovered and reprocessed into something new.
The brand name derives from the significant patterns found in nature itself, with 108 being symbolic of wholeness, unity, balance and spirituality.
The challenge was to create a visual identity to reflect the 108 philosophy of wellness through style and sustainability.
It needed to show 108’s love of the natural environment, while also positioning the brand as a forward-thinking trend leader, to appeal to its fashion-conscious audience.
Phase 1
We challenged four of our designers to concept initial visuals for phase one of 108’s brand development.
Scroll down to read more about each design.
Kieran
Kieran created a round logo to represent the brand’s strong belief in circular design – “Every piece is made to be made again.” The colour palette focuses on natural pastels and combined with the 80’s style fonts creates an organic feel.
Charlotte
Charlotte’s approach focused on the ocean and specifically beach apparel for a younger audience to show 108’s passion for the natural environment.
The irregularity of the logo is representative of wave motions and has two different designs (text-based and number-based). These keeps it super versatile to fit a range of different items. It also lends itself to future development and community collaborations, such as a 108 surf school.
Lewis – Concept One
Lewis’ first option features a logo that’s inspired by numbers counting down. It wants to make the point that there is only so much time left for clothing brands to move away from fast fashion and create their own identities for good honest practice, before the industry collapses.
The mark making used in this concept represents how 108 as a brand is a base for a like-minded community to come together – a blank canvas for collaboration.
Lewis – Concept Two
Lewis’ second concept is similar to the first, but this time emphasises the construction of the logo. 108 as a brand is transparent in all areas and doesn’t mind being pulled apart and scrutinized. The logo can take many forms which represents the brand and there is no fear for change – it’s always moving forward with the time, having the customer and community at heart.
Dan – Concept One
Dan’s first option is inspired by the counterculture movement in the 1960s – early pioneers of recycling, breaking the norm and strong on community – and the London fashion boutique Biba. This logo aims to evoke a sense of an organic circular form depicting a whole, in order to reflect the brand’s belief in circular design.
The combination of letters and digits is symbolic of the significance of the number 108 – unity, balance, wholeness and spirituality. The circular form and fluid elements are embedded in nature and provide a firm static mark, yet endless opportunities to grow.
Dan – Concept Two
Dan’s second concept again looks to the counterculture movement of the 1960s for inspiration. The logo uses the font ‘Mojo’ – adapted from a lettering style prevalent in the era – in order to reference the time period, but also to provide a bold and flexible mark that can be used as a vehicle for an endless range of elements.
It is a firm base from which to develop and apply colours, patterns, images, textures or a combination of, all to highlight good and wellness. The split in the middle symbolises the balance of the number and emphasises the ‘made again’ approach of the brand.
The combination of letters and digits is symbolic of the significance of the number 108 – unity, balance, wholeness and spirituality. The circular form and fluid elements are embedded in nature and provide a firm static mark, yet endless opportunities to grow.
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