As part of my Brand Design program at KEA, I was tasked with preparing a brand strategy and visual identity. Eksempel, as it is currently named, is an online clothing store selling sustainable women's wear. While their focus is primarily on sustainability, they also value transparency in the fashion industry as well as women's and human rights. As sustainability is no longer a differentiating feature in today's market, our brand design strategy was to shift the focus on women's rights and the good practices of the brand. This shift to equality is reflected in the redesign of the logo, using the red equal signs to double as the letter E.
