Circular Threads
Celebrating South Asian art, culture and preloved fashion through a brand identity that encourages sustainable living.
98% of people have never purchased second hand and 62% of people do not know where to buy second hand South Asian clothing. Circular Threads was created by a group of passionate individuals keen to offer an ease in selling, and sourcing clothing in a sustainable way.
There is a growing need for sustainable shopping within the South Asian market, and this need needs to be met all year round. To address this Circular Threads wanted to create a constantly evolving brand to accommodate for the vibrant celebrations throughout the year. They contacted us to create a brand that could help consumers buy and source easily, whilst providing a platform to educate and influence sustainable behaviour.
We created a colourful palette and inviting visual identity designed to appeal to the target audience. It was important for the brand to feel credible in both the fashion and South Asian space. The result was a classy lifestyle brand, with a logo resembling the intertwining threads of South Asian tailoring. We aimed to design an identity that could sit comfortably alongside other sustainable movements. The desire was to elevate and collaborate with others who share the same mission, rather than trying to compete with them. The hope is to create a movement to bring about lasting, desirable and affordable change for pre-loved clothing.
