Aware

Aware is a denim brand that uses recycled materials to produce their products. They also encourage clothes swaps or sending their products back to be recycled and earn a discount off their next purchase in exchange.

Aware's goal is to create a more eco-friendly solution to denim clothes and encourage people to be mindful of what they wear, specifically how their clothes are made and where the materials are sourced.

To convey their message, we chose a thick sans-serif font that immediately grabs your attention. The bold and impactful font aligns with the brand's mission.

The brand's colour scheme includes shades of blue, which are commonly associated with denim products, as well as a deep green to emphasize the eco-conscious element of the business.

For the brand icon, we wanted to keep it minimal yet still convey the brand's tone and voice. We manipulated the 'A' in Aware to look like trousers.

Brand tone: Impactful. Bold. Informative. Iconic.