Project Type

Branding and Campaign Design

(Website Design, Social Media and Films)

ASK

Every year, the fashion industry is responsible for 1.2 BN. tons in greenhouse (GHG) emissions, amounting to 8 to 10% of the carbon footprint worldwide.
Consumers today are rarely aware that each time they buy a new piece of clothing, they negatively impact the planet. If they throw a piece of cloth away, their impact is twice as bad. As of today, even in India where there is a strong recycling business, the % of actual recycled clothes and fabrics still remain very low. India itself has 75% of its clothes going to landfill.

How might we shift the perception of our audience towards extending the life of clothes and building a positive image of durability?

How can clothes be reused and locally sourced? 

How can we change the fashion industry’s perception on circularity and local communities ?

SOLUTION

The objectives of the fashion waste campaign were :

• To increase the awareness of fashion waste in India, among all social classes

• To educate people and fashion stakeholders in India to actively play a part in reducing fashion waste

• To create and activate an ecosystem of fashion communities, NGOs, and businesses that are firmly committed in taking real steps towards a cleaner planet, and a more equitable world

•  To develop and activate overall waste campaigning within the created ecosystem

Kaboom had to come up with a brand identity, logo and the entire design system  of a millenial and Gen Z focused Fashion waste Campaign.

SOLUTION

Kaboom arrived at a brand identity that naturally lend itself to the design system. The brand identity was Re.

Re. is not just a word. Re. is a system. Re. is all- encompassing. 

Re. gives rise to an opportunity to play on and become a predominant term within the sustainability movement. 

Re. allows us to explore a gamut of terms and use them across the campaign in a relevant and interesting manner, while keeping it highly Re.cognisable. 

Re. allows us to be agile, yet explore a wide range of issues, as intended by the campaign.

Re. lends itself to the entire movement and beyond through its Re.use. 

Re. would be Re.petitive, intentionally and unintentionally, ensuring a high Re.call value amongst the audience.  Re is young and will Re.sonate with the gen Z audience.

Re. used in the right context helps connect with anyone interested in the idea of Re.cycling, Re.using and Re.paring.