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.
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.