ROLE

UX / UI Design
User Research
‍

TEAM

Solo

TOOL

llustrator
XD

DURATION

Jan-Feb 2023
( 1 month)

Project Overview

The fast fashion cycle contributes to environmental pollution as trends change rapidly, leading to discarded clothing. Brands like RE/DONE address this by upcycling and recycling old garments, particularly jeans. This project involves redesigning RE/DONE's logo and engaging the community to explore sustainable solutions for the brand's future direction.

The Problem

RE/DONE is a brand specializing in upcycling vintage denim, currently using only typography as its logo without any imagery. However, this typographic design alone falls short in effectively conveying the core values of the upcycled denim brand to the community. Therefore, there is a consideration for a redesigned logo that better emphasizes the brand's commitment to upcycling.

Design Challenge

How could the logo redesign communicate that Re/Done is an iconic brand, but also a stylish, sustainable, and eco-conscious brand?

The Solution

RE/DONE, renowned for its innovative and sustainable logo designs akin to Adidas and Levi's, aimed to seamlessly integrate the concept of upcycling into its logo. The goal was to evoke an active and eco-friendly image, aligning with the brand's commitment to sustainability.

Logo Comparison

Research

1. Discover

What brand is RE/DONE?

What do you think are the challenges facing RE/DONE?

RE/DONE specializes in vintage jeans upcycling, turning worn-out jeans into fashion items, with an unwavering focus on sustainability and material reuse for a greener fashion industry.

RE/DONE faces the challenge of effectively communicating its commitment to upcycling and sustainability to the community while emphasizing its unique identity in a market that prioritizes environmental responsibility.

The logo redesign visually represents RE/DONE's current challenges and emphasizes the brand's upcycling and sustainability message, while clearly communicating the brand's unique identity to differentiate it in the marketplace.

2. Design Methods

Using the Offering-Activity-Culture Map is an effective approach for brand research, encouraging innovation to be seen not just in product features but in connection with people, their actions, and lifestyles. I applied this methodology with family and friends interested in eco-friendly clothing brands to organize opinions about the RE/DONE brand.

Utilizing the trend matrix for RE/DONE logo redesign summarizes the impact of technology, business, people, culture, and policy. This approach helps extract features suitable for the logo, considering how technological changes influence the brand image. Through community discussions, we explored trends and changes to be reflected in the redesigned RE/DONE logo.

Design concept direction

Sketches

For the initial rough sketches, I reimagined the jeans icon to make it feel luxurious and contemporaneous.
I was also inspired by Dior's logo design, so I reversed the R and D in RE/DONE's typeface.

Digital Works

I started by sketching various basic shapes and experimenting with different typefaces.
For the final logo design, I opted for a triangular shape, drawing inspiration from the recycling icon. However, incorporating the recycling icon directly posed a challenge as it stood out prominently. Observing other logos of eco-friendly clothing brands, which lacked direct references to upcycling, I aimed to infuse the triangle shape with a sense of progress and forward movement.

Typeface : Font & Colour

Final typeface

Revision

Color

I utilized various fonts and colored them in classic black, as well as denim-inspired red, blue, and green hues commonly found in jeans logos. Opting for sans-serif fonts, known for their ease of recognition and readability compared to serif styles, was a deliberate choice for the logo.

Final Logo Decision

The final two designs were selected from the Re/Done logo design sketches. Based on feedback from the community and others, the final design shown was selected as the RE/DONE logo design.

Final RE / DONE Logo Design

Mock up

Reflection

Challenges in Redesigning RE/DONE Logo

Engaging with the community passionate about eco-friendly clothing brands proved instrumental. This interaction significantly contributed to constructing an eco-friendly brand image for RE/DONE, highlighting the importance of community involvement in shaping the brand's identity.

Evolution in Approach

As I delved deeper into the goals of the project and the brand's identity, a clearer approach emerged. Researching these aspects clarified the goals and plan, and guided me through the dynamic process of redesigning the logo.

Community Interaction and Brand Image

The interaction with a community deeply interested in eco-friendly fashion played a crucial role. This engagement significantly contributed to shaping RE/DONE's eco-friendly brand image and underscored the importance of community involvement in establishing the brand's identity.

RE / DONE Logo Redesign