People Tree

When I was brought in to collaborate with Charlie Smith Design on a rebranding project for People Tree, it felt like a perfect match.

Sustainable fashion has been the very lifeblood of the brand since they launched in 1991. But with a new wave of competitors joining (and often greenwashing) the market, it was time to reclaim the crown as the original ethical fashion house.

The work below shows our early ideas for the new direction. I worked on strap lines and catchy phrases that could run through their physical and digital touch points, from labels, tags and bags, to the website, social channels and print materials.