The environmental impact of textiles is a major issue, and environmental awareness is increasing among customers. Unfortunately, when the demand for sustainable brands rises, so does greenwashing. Refined Reused Denim solves this problem by producing new clothing from recycled denim garments while remaining transparent.
I wanted to create a straightforward brand identity that reflects the company's core values of innovation and responsibility. The neon green color expresses confidence and boldness, whereas the earthy colors imply credibility and trustworthiness. In addition, the strong typography and graphic element serve as a powerful brand-building and recognition element.
The project's main goal was to create a site that was not only visually appealing but also simple to use. I also wanted to emphasize the importance of traceability. By scanning a QR code on the label, the customer can follow the garment's life cycle.
The challenge with this project was to create a credible e-commerce site that customers could rely on. It was critical to illustrate the company's purpose and clarify the process from beginning to end. Based on user feedback, I had to revise my sketches and work with the page structure to create a more comprehensible structure. I realized that building credibility with customers is complex and requires constant interaction with the users.
