Color Natural
A DIY brand concept using natural dyes to slow down fast fashion.
Branding, Art Direction + Concept development · 2016 · Assignment for WdKA Rotterdam
Context
Maybe you have seen rivers in Asia flowing in colours of the latest fashion trends, produced by factories of fast-fashion brands and polluting everything in and around the rivers. With a personal interest in fashion, I wanted to explore alternatives for the fast-fashion industry - the world's third largest polluter - and see how it can be improved.
Objective
To develop a sustainable fashion brand that challenges conventional production methods, engages consumers in the process, and promotes conscious, longer-lasting relationships with clothing.
Process + Role
The project began with extensive research into the environmental impact of fast fashion. I have also done many hands-on testing, using natural dyes, and developed a seasonal palette, which I really enjoyed. I designed illustrations, packaging, and a campaign "Color me Naturally" where consumers receive a blank tote bag and natural dye with instructions. Once they dye the bag and bring it back to the store, they receive a 10% discount on their first purchase - promoting creative ownership, engagement, and environmental awareness.
To give the brand and overall project an extra touch, I also took the opportunity to make my own paper from leftover fabrics that then could be used for booklets, labels, and calendars with the seasons' ingredients used for dyeing, which prevents the brand from creating waste themselves.
Result
Color Natural, a fully conceptualized, zero-waste fashion brand, replaces chemicals with natural materials and dyes and empowers consumers to both co-create their own, unique garments and connect with nature through the process - making fashion both slower and more meaningful.
The Color Natural platform, both in-store and online, offers all necessary tools for customers to naturally dye their garments, consisting of seasons' natural dyes, colour samples, textile guides, and "Dye It Yourself" information and techniques.