Reduce, Reuse, Rebrand. Updating a circular resale platform.

The Sloth

Brand strategy, visual identity, copy & messaging

Some photos sourced from Upsplash

The Sloth was featured on The Brand Identity in August, 2020

We had the pleasure of working with founder Namu Park on her slow fashion startup, The Sloth. Over a sprint-engagement, we created a brand that could flex and grow as The Sloth continues to be defined and launched. 

The goal of The Sloth is to reinvent the face of resale, creating a curated marketplace for users to buy, sell, style and save their garments. There's a firm belief supporting the brand that fashion is a pleasurable pastime— and rather than cease consumption altogether, we should simply aim to consume less, and slower. 

The Sloth hopes to create a platform that extends the lifecycle of a garment through upcycling. We created a verbal convention exploring Re(invigorate, cycle, etc) and language that was soft and approachable.

Fashion Meets Nature

The Sloth's brand identity needed to seamlessly merge the worlds of high fashion and slow fashion, nature & the machine. We paired luxe typography with a fresh color palette, structured lines with natural textures and settings.