As a newly conceived startup, Luup approached me with a formidable task: not only to create an impactful brand from scratch but to shape it in a way that would seamlessly marry their sustainability-focused ethos with a fashion-forward sensibility. The startup had a clear mission — to revolutionise the fashion industry by connecting conscious consumers with stylish yet sustainable brands and clothing — but lacked a comprehensive visual and verbal identity to communicate this effectively. The challenge involved building a distinctive and cohesive brand name, logo, colour palette, brand identity system, brand personality, brand asset designs, and messaging with a tone of voice that would resonate with conscious consumers while staying true to their commitment to sustainability.

I began with a deep-dive into Luup's mission, understanding their 'why, how, what, and who', using workshops to really get into what their core values, unique selling point, and target audience were. The objective was to design a brand that would stand out in the saturated market while embodying Luup's ethos — that sustainable fashion can be sexy too.

After an intensive ideation process, we selected "Luup" for the brand name, a nod to the circular economy and the ever evolving world of fashion. The brand identity system was designed with versatility and longevity in mind. I also developed a distinctive brand personality and tone of voice that encapsulate Luup's vitality, it's eco-warrior spirit, and of course, it's dedication to sustainability.

The brand asset designs were visually cohesive and engaging, with bold typography, punchy colour gradients, and playful retro elements reflecting Luup's rebellious approach to sustainable fashion. The messaging adopted a vibrant, fun, and quirky tone, mirroring the visual identity and inviting audiences to join Luup's mission of leaving the planet better off than we found it, one sustainable fashion purchase at a time.

The comprehensive branding strategies I implemented were instrumental in Luup's successful launch, creating an authentic identity that encapsulated their mission and resonated deeply with their target market. The thoughtfully crafted brand name "Luup", the dynamic brand assets, and the persuasive messaging rapidly gained traction, carving out a unique, influential niche for Luup within the sustainable fashion landscape, leading to a significant boost in brand awareness.

Luup's powerful brand identity had an extended reach, giving the team the confidence to share their brand on a global stage. Armed with a clear visual identity and the language to articulate their vision, Luup was able to attract international sustainability partners like Good On You and connect & collaborate with several other sustainable brands, broadening Luup's impact in the industry and further accelerating their expansion.

My collaboration with Luup highlights how a meticulously designed brand narrative can translate a company's mission into a compelling visual and verbal identity, driving engagement, forging partnerships, and propelling growth.