Sustainable Fashion Company Branding

Second Spring

The fast fashion industry accounts for approximately 92 million tonnes of textile waste ending up in landfills annually. Second Spring is a biodegradable fashion brand with collections focusing on single-use fashion experiences such as holidays, vacations, wedding guest dresses, festivals, and events. Research shows most people will only wear an outfit once for one of these occasions and typically will turn to fast fashion for this. Fast fashion is so incredibly bad for the planet, and since they’re going to be throwing it out anyway, why not make it biodegradable? Using modern and experimental but safe and good-for-the-planet organic materials, the design will be able to be literally planted following wear. Using modern and trendy styles will still appeal to the audience and provide a way to stay in one’s style, but be unique, and do all this while being beneficial to the planet.

Art Direction

Packaging Design

Advertising

Branding

Content/Writing

Website Design

Type Layouts

Concept

Research

Naming

Branding System

Logo Design

Image Sourcing

Illustration

Art Direction Packaging Design Advertising Branding Content/Writing Website Design Type Layouts Concept Research Naming Branding System Logo Design Image Sourcing Illustration

Fast fashion and textile waste is slowly shaping up to be one of the biggest threats to the environment as people have adopted the wear it once culture.
As most of the people who purchase fast fashion don’t desire to change their ways, this fashion brand would allow them to still adhere to their wear it once mindset, but this time with biodegradable outfits meant to be worn once.
A clothing brand which you “plant” after you wear it, a website, the boxes and components which come when you receive an order online, advertisement campaign, and instagram page. Original watercolor paintings converted/cleaned up by AI.
The story of Persephone, the Queen of the Underworld, inspired Second Spring. Her story mirrors the concept of the biodegradable brand. It is actually the way the ancient Greeks explained the change of the seasons, the eternal cycle of Nature's death and rebirth. Like Persephone’s departure and return to the underworld, the garments are from the Earth and return after. As above, so below.

Branding System

Every part of the brand hums with meaning. Colors, imagery, even the smallest details, all whisper the story of "as above, so below." Each Second Spring collection spins its little universe, complete with its own colors and hand-drawn illustrations. Take the white set above from the Allure Festival Collection: it carries the "Spring Reeds" logo and a gallery of images that dance alongside the rest of the collection. The illustrations began as delicate watercolor sketches, then were given a dreamy AI glow — before being nudged in Photoshop, where half the bloom was drained of color, a quiet nod to life, death, and everything between.

The front side of the tags on each corresponding item as well as the informational cards.

Website Design

The Second Spring website is the only way to purchase the items. It gives a comprehensive breakdown of the materials utilized within the clothing, and explains the brand in thorough detail.

Advertising Campaign

Since the target audience is primarily people who follow trends and are well-versed in social media, most of the advertisements are based on forms of social media. The point of the advertisements is to emphasize the message of the brand, that you wear it then return it to the Earth.