SEA Design

Baukjen

Identity for an ethical and sustainable clothing brand

Scope
Identity
Brand Guidelines
Point of Sale

Sector
Retail

Background
In an industry where commercial success and ethical values are not always compatible, Baukjen is a forward-thinking fashion label with a mission to put planet and people at the heart of everything they do. Their commitment to disrupt the ‘fast-fashion’ model runs from sourcing environmentally-friendly materials to reducing carbon emissions and nurturing sustainable supply chains.

Brief
As a certified B-Corp, Baukjen wanted a new identity to express their vision, purpose and commitment, promote slow fashion, and appeal to customers looking to engage in considered, ethical and guilt-free purchasing.

Solution
Our design puts Baukjen’s values front and centre of a distinctive visual identity with a comprehensive refresh across digital, in-store point-of-sales, print and packaging. Swing tags underline the importance of transparency with clear product data to inform and influence responsible choices. The Baukjen logo features a typographical ligature to signal partnership and hand-in-hand collaboration. The palette is anchored by an elegant and reassuring deep green, with contrasting supplementary seasonal palettes.

Baukjen 1
Baukjen 3
Baukjen 5
Baukjen 6
Baukjen 7
Baukjen 10
Baukjen 11