iNDiViDUALS is the premium, sustainable fashion brand of the Amsterdam Fashion Institute (AMFI), run by students as a real brand. As Product Brander for generation 26, I was responsible for how the brand shows up on the product itself, from hangtags and labels to trims, prints and linings.

The project
Over six months, generation 26 worked on three assignments: a collaboration with Jumbo, one of the largest supermarket chains in the Netherlands, a full collection, and a corporate collection. The Jumbo collaboration started with a shared dream of banning plastic bags and grew into a bigger question: what if we needed less packaging altogether? For the corporate collection, we paid tribute to that collaboration by bringing the clarity and practicality of the supermarket into fashion.

Corporate collection
The corporate collection consists of a jumpsuit and a bag, designed to carry what you need every day. I designed the bag and created the technical drawings for both, translating the concept into durable, practical pieces. The visual language follows the same thinking: minimal, straightforward graphic design that shows only the essentials.

Role: Product branding strategy, corporate bag design, technical drawings of the jumpsuit and bag, labels, hangtags and trim proposals.