Brand for Good combines a traditional retail approach with non-traditional tactics, including the Brand for Good bus: a mobile pop-up store that spreads the company’s message and delivers better basics to underserved communities.
Additional brand concept work. We designed an unusually large number of concepts for this project. In the first round of concepts (first row, below), we experimented to find the right balance of product, brand, and cause messaging. In the second round (second row), we zeroed in on a black-and-white only approach and simplified the design with the goal of developing a more universal brand, something that would work well in mass retail but wouldn’t feel out of place in an upscale boutique and which the celebrity creative director could confidently and authentically promote.