Branding, print design
Arbor Vitae (The tree of life) is a conceptual, eco-conscious fashion brand created in opposition to the traditional fast fashion business model. In an effort to raise awareness on the highly wasteful practices of the fashion industry, Arbor Vitae focuses on using recycled wood, and eco-friendly materials to create high market fashion apparel.
Arbor Vitae strived not only to cut away from classic fashion brands in their product and manufacturing but also in their aesthetic. The logo, and colour palette were curated to reflect the idea of simplicity, which was highly important for the brand. The photography was shot and selected to convey the natural origins of the product.
We were careful to curate all these elements sparingly and intelligently. With clean structured layouts allowing the brand to speak clearly and concisely, we created a brand experience with no need for superfluous prompts and endorsements. The core of what we created is the result of research on organic products, a passion for sustainability, and a growing desire to challenge the way consumers produce and consume fashion.
The garments are made from cotton’s eco-friendly cousin, rayon. Using the cellulose from trees instead of using cotton (which costs the environment heavily due to the amount of water, and pesticides needed to grow it) reduces the companies carbon footprint, whilst making a more breathable, comfortable t-shirt experience for customers.