g r o w h o u s e b r a n d b o o k
g r o w h o u s e 1
7. 10.
14. 2
introduction
my brand story
defining my traget group
vision and mission
central, expressive and functional values
design elements
16. 20. 26. 3
“M i n d f u l n e s s is a state of active, open attention on the present. When you’re mindful, you observe your thoughts and feelings from a distance, without judging them good or bad. Instead of letting your life pass you by, mindfulness means living in the moment and awakening to experience.”
4
5
i n t r o d u c t i o n c
6
o
n
c
e
p
t
“In 2017, tracksuits and sweatshirts say more about the real fashion of our times than many of the collections by the luxury houses, yet they are frequently labeled as streetwear. Why? Because fashion has become too closely linked to luxury, meaning that valid work goes undervalued and underappreciated, and the fashion of our time is not fully understood.�
This Brand book represents the bare essentials, as well as the branch that deals with the art, science, technology of growing plants and being sustainable while integrating acquired street culture. This progressive movement was more about fitting in, statues and social class rather than mindfulness and environmental awareness. Taking this style that has such a strong personality and inspiration a step further and revolutionizing it by adding consciousness. After intensive research, I have developed my brand identity, various values, logo and creative direction as a whole all expressed in this book. Enjoy growing your own conscious identity. Love, Growhouse.
7
“Sustainability in fashion is not just about zero waste patterns, it should be like an operating system. Production, sales methods, all need to be sustainable,� says River, second year student at CSM. An approach that suggests to incorporate sustainability into every link in the supply chain, treating the fashion industry as a holistic cycle.
8
9
my brand Growhouse entails the fusion of two contradictory elements. Growhouse is a metaphor and oxymoron of two opposite attitudes and lifestyles. Taking one side of inspiration from the optimistic and consciously open-minded community of eco-friendly societals, and inserting a counter paradox. This paradox being the outlandish and expressionistic arrogance of the creatively driven notion that is street culture. Incorporating these two adverse ingredients shows the importance of being consciously aware of the origin and produciton of ones garments but still having the desirable identity of accquired street aesthetic. 10
All in all, we aim to rebrand and revolutionize sustainability for a new customer group, specifically the conscious creatives. Sustainability is an interesting yet conflicting statement that implies we usually consider sustainable clothes ‘uncool’. Growhouse hopes to change the way we think of this matter.
11
12
13
t a r g e t g r o u p consciouscreatives
Growhouse targets the environmentally aware creatives whom observe thoughts and feelings from a distance without judging good or bad. They live in the moment and want to take advantage and waken the experiences of life. They admire and desire conscious craftsmanship. They study the relevance of natural resources and what they can offer without the help of technology, but do not completely discard it. This target group is spirited and passionate about their beliefs which also reflect through their perceptions on gender, race and ideals as well as their behavior and holistic way of living. They are consciously creative and strongly influenced by nature and are willing to explore ecological ways of existing. All these natural and organic approaches involved they still wish to incorporate a established street aesthetic which is further discussed in this book.
14
15
v
i
s
i
o
n
“The reshaping of established street aesthetic confronts the obsession with nature.�
16
17
m i s s i o n “Exploring conscious and contemporary craftsmanship whilst challenging the discourse of comfort and desire.�
18
19
c e n t r a l conscious self ware community
20
The way Growhouse contributes and brings meaning to people’s lives are strongly influenced by an active community, self-awareness and being attentive to mental and physical roots that bring together what we create. Expressing one’s identity does not have to disregard consciousness and being mindful of the environment. By Developing and including a no-waste approach we encompass many aspects of sustainability.
v a l u e s
21
expressive effortless comfortable daring
22
Being effortless, comfortable and encouragingly bold is conveyed through various features of Growhouse. While adding awareness of the current ecological state of the world, this brand has emerged, we inspire individuals to be daringly playful while maintaining and mixing that conscious comfort and rebellious street culture.
v a l u e s
23
f u n c t i o n a l
durable playful protective
24
While being conscious, simple with hits of activism we also want to draw attention to Growhouse product characteristics. Being masterful, durable and constructing garments that protect while act as a second skin all underline our brand identity. We create for the environmentally aware creatives. w
v a l u e s
25
d
e
s
Utilizing opposite imagery and visuals that don’t necessarily go together is a visual tool to convey a certain paradox that is my brand. Portraying simple yet powerful illustrations but still thinking with the proportions of a page helped me to develop my brand identity further.w
26
e
l
i
g
n
“White Space is a place where we discuss the possibilities of what can be; where bad habits are negated; and where we honor the need for the space in between other things in our lives. That metaphor extends from your daily schedule – to your creative process – to the nuances of the work you create.”
Growhouse is an oxymoron of two alter attitudes and lifestyles brought together with all the environmental issues that the world presents today. Using this as inspiration I generated and researched graphics that had diverse meanings and do not inevitably go in conjunction with one another.
e
m
e
n t
s
t y p o g r a p h y
Minion Pro Minion Pro Italic Raleway Avenir Next
27
l
o d
e
c
o
g n
s
t
r
u
o c
t
e
d
My brand logo integrates the core concept of Growhouse, which is the fusion of two contrary and paradoxical attitudes. I used the lines of the word Growhouse itself as a visual tool. The line of the ‘G’ for Grow and the line of ‘H’ for House as two separate entities. Taking a closer look, both lines appear to be almost connected (merging). This migration and movement comes back to harvest my brand identity.
28
c o l o u r p a l e t t e
29
love, Growhouse
30
31
e
m c
m l
a
a s
s s
B
m 1
i E
i
t