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Responses by Iván García, partner/creative director and Daniel Martínez Larsen, partner/art director, Futura

Background: Onefold is a clothing brand in New York that sells recycled cashmere garments for kids. Its approach to fashion challenges the way we think about kid’s clothes and the socialization of gender norms among children. Onefold strongly believes that fashion shouldn’t define a child’s identity or restrict her or his movement throughout the world. The brand strives to create thoughtful, well-constructed and long-lasting garments, with timeless and unisex designs that grow with the child.

Reasoning: The graphic solution follows the principle of simplicity using timeless typographies, clean editorials and neutral colors, conveying the idea that less can be more.

Challenges: Creating a brand for children without falling into any visual stereotypes associated with children brands while still creating a brand that is appealing to both children and parents. Why do we force certain identities and stereotypes on them? Together with our client’s beliefs, we think children’s fashion shouldn’t define a child’s identity. Cashmere in itself is timeless, classic and simple, and can be handed down from generation to generation, and is unexpected for children. We wanted to create a brand that transmitted this feeling.

Favorite details: We are proud of the overall outcome but our favorite part was creating the icon for the brand. When creating an icon, it is important to mix two concepts together in order for the outcome to be unique. In the case of Onefold, we created a monogram that represents the cyclical philosophy of the brand mixed with the concept of infinity. This resulted in a modernist and minimalist ribbon icon that represents reusing natural materials, while thinking that each piece can be worn for multiple years and then passed on to the next generation. Conveying all this in an icon was challenging, so we are proud of the result.

Visual influences: We wanted our visual solution to align with our client’s vision. Staying away from gender stereotypes like blue for boys and pink for girls was something we absolutely agreed upon. We asked questions like, “Why do kid’s clothing brands have to all be overly childish with a naive or cute look and feel just because kids are associated with that aesthetic? We were influenced more by the vision of what was wanted for the brand in terms of simplicity and timelessness with a bit of playfulness.

Anything new: Working with such passionate clients about the products they produce and working with sustainable projects showed us sides that we normally don’t see. We learned about recycled cashmere and how it’s different from virgin cashmere. Since the beginning, our client emphasized how Onefold does not want to be a contributor to our global waste problem and applying that to the brand was also something we kept in mind.

byfutura.com

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