It is a sustainable clothing company.  Launching underwear for male and female. But afterwards will expand into all forms of 'basic' wear - normal, unbranded clothes. 

The ethos of the brand is to be a sustainable and ethical company that creates quality products, using the best practices. They use environmentally friendly raw materials such as hemp, bamboo, organic cotton, and other natural fibres. They also have a social objective to use some of our profits to donate/run projects that benefit the local/global community. 

The brief for this project was that the brand should have an earthy, natural feel, the logo was to be simple and minimal. The rationale was to try and incorporate the ethos of the brand into the logo. ⁣The circle was to signify the earth and the leaf to signify nature and the natural materials used in their products and growth. 

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