There are 3 meanings for hold on :
1. To rely on
2. To treasure
3. It is also a slang for wait a moment
Brand Message
We want to tell our target audience to treasure the clothes you own and spend some time thinking before throwing away a piece of clothing or purchase a new piece of clothing.
Leaflets with info-graphic
Laundry guide poster
Hang-tag
Posters about the shocking number of fast fashion
Description
We are living in a disposable society in which everything is made for disposing of and it has affected peoples’ consumption behaviour which also made fast fashion popular, especially among the Millennials. However, it is an extremely polluting and wasteful industry.
As Millennials aged between 18 to 40. They are digital natives and love shopping for clothes and there is a lack of second-hand clothing brands that targeted young people in Hong Kong. Therefore, this project developed a pop-up shop that sells second-hand clothes that provides Millennials an ethical shopping experience.
Process
From the experiments, I found that the impact they have created is not impactful enough and they could not stand out from the other posters that they were compared with. Therefore, I realized it was my brand attributes and colour disabling me from developing an impactful visual style. I then redeveloped a new identity for the brand.
I did some sketches for the packaging and most of them are in a very simple form because I want them to be as environmentally friendly as possible.
Even though they are very simple in terms of form, tape or glue is still needed. Therefore, I changed it to an even simpler form. All it needed is a piece of paper and some folding.
I improved the packaging by adding a layer on the handle and the slit parts to make them stronger.
Prints are also added on the outer layer . There are two sizes, the small one could fit in one to two pieces of clothes and the big one could fit in three to four pieces of clothes.
Fun Experiment
As I want the brand to be as environmentally friendly as possible, I tried to make paper from old newspapers or papers. I have to try many times to get the right consistency of the paper pulp and thickness of the paper. I then use the DIY paper for my business card. Even though there are trial and error, I have learned a lot and the result was quite good.
Other Deliverables
Info-graphic brochure explaining the impact of Fast Fashion
Hang tag front
Hang tag back
An app is developed to make accessing for second-hand garments or shops easier, it also encourages people to engage in the second-hand community.
Insight
After all the work, I get to know about how the fast fashion industry works and what we can do to help ease the pollution and waste produced by fast fashion. The project also changed my consumption behavior, for instance, I would check the clothing label before buying clothes and I would buy second-hand clothes instead of new.
Brand Identity + Packaging + UI
