iNDiViDUALS

BRANDING

July 2019

iNDiViDUALS (est. 2006) is a premium, Dutch fashion brand initiated by AMFI - Amsterdam Fashion Institute. The reality-school brand is run by 3rd and 4th-year students, and aims to become a blueprint for the future of sustainable fashion. Students from all three AMFI study directions experience and question every aspect of the fashion supply chain in a professional setting.  By offering a course designed around the combination of true-to-reality practice and experiment, iNDiViDUALS hopes to be the fertile ground necessary for growing change makers.

Concept

We are going to replace the quantity of packaging by offering quality items that adapt to everyone's personal needs. If we continue the way we are consuming plastic packaging as short term solutions, we will create an error in future consumption and the environment. Our future scenarios (drought, flood and migration) show consequences of the system error of packaging overload. We need to shift the consumer's mind to reduce the need of packaging by showing a better alternative.

To address this issue, iNDiViDUALS disrupts the fashion industry by working beyond what is considered fashion.  In collaborating with Jumbo, one of the biggest leaders within the Dutch supermarket industry, we give an insight into the future possibilities of our behaviour. Presenting three designs as the solution to these diabolical scenarios.

We believe a mind shift in consumption behaviour will reduce the need of packaging and the resulting waste

Job role

As product brander, I developed a branding strategy on product level; hang-tags, labels, trimmings, placement prints, linings, etc. I was responsible for researching all the possibilities on how to brand a garment by proposing feasible solutions for brand and product.

 

Keeping sustainability and zero waste in mind when designing is something that brands try to use in their products over the past years. Branding seems to be an aspect that gets forgotten sometimes during the process. When brands do use sustainability in branding, you only see it by the use of sustainable material. Nowadays branding is used as a non functional addition with aesthetic purposes and selling information, that will be cut off after the purchase. 

 

As a product brander you have the opportunity to give extra purpose to a garment. Branding will gain a much bigger meaning, if we treat it like it is a full item on its own, rather than an addition to the garment. By giving the branding of a garment a second life or function, we can inspire the consumer to not dispose. We let them continue our sustainable vision.

©2019, DOJANICIA

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