VISUAL IDENTITY STYLE GUIDE FOR MORAL TRIBE
DISCLAIMER: This logo and logotype for the brand has been originally created and has not been inspired or copied from any form of media. If any similarities are found, it is strictly coincidial
CONTENTS
BRAND CONCEPT
THE BRAND
THE COLOR PALETTE
LOGO AND MEANING
BRAND CONCEPT
Moral Tribe is the brand based on ethical fashion only produces small runs of each collection in a bid to act against fast fashion. Producing just two seasonal collections a year allows the design team to spend more time researching and sourcing sustainable fabrics and manufacturing methods. The label frequently visits their production partners overseas to ensure that the process is always ethical and doesn't use fur, leather, skins. Selecting only the most sustainable materials, the ones that are left over are used again to create accessorises, care labels and swing tags to reduce wastage. The Label uses surplus materials to dye and print the fabric, and always tries to be as eco-friendly as possible through all processes. With the passion for sustainability, the minimalist label, made using certified organic fabrics, comprises 20 fixed styles which are updated seasonally, promoting the idea of timeless clothes that are made to last. The results are elegant, well-cut pieces in shades of earth.
MISSION STATEMENT OF MORAL TRIBE
" We are agents of change, We challenge and push boundaries to make luxurious products in a way that is fit for the world we live in today and the future; beautiful and sustainable . No compromises. Each decision we make is a symbol of our commitment to defining what the future of fur and pioneering new alternative materials to utilising cutting edge technologies, pushing towards circularity, protecting ancient and endangered forests and measuring our impact with ground breaking tools."
Brand as a PRODUCT The quality of products is particularly high,giving them a high value in price and putting them in the luxury section of the fashion market. All her products are made of sustainable materials Example: instead of using real leather from a calf, the label uses recycled polyster. The Handbags are made of alternative leather.
Brand as a PERSON Successful Sustainable Guiltfree Reliable Unique Trustworthy Honest Meaningful New
Brand as a ORGANISATION Promotes charities that the Label believes does good to the world or associates it with Strong ethical belief Funding for cancer A better world Strong ethical value On official website there is category called "charity'. Consists of 30 charity.
THE BRAND
The brand believes in unisex fashion consiting sustainable clothing, footwear, bags, accessories and jewellery
While there are many sustainable and eco-friendly textiles that are reinventing the fashion industry as we know it, These are the five of the most impactful textiles that are being used by the brand.
MORAL TRIBE CLOTHING
MORAL TRIBE FOOTWEAR
MORAL TRIBE BAGS
MORAL TRIBE ACCESSORIES
MORAL TRIBE STATEMENT ACCESSORIES
THE COLOR PALETTE OF THE BRAND
LOGO AND THE MEANING
The color palette of the logo
The logo is made inspired from the ethics of the brand. Circles in the logo symbolises circular fashion which is one of the main concept in sustainability. The name 'Moral Tribe' derives from Moral which means rooting back to ethics, good deeds, positivity and guilt free whereas tribe symbolises a community. Together the name of the brand symbolises a community or a tribe built good ethics.
The grey scale version of the logo
CIRCLE AND THE MEANING
The circle one represents the jewellery line of the brand where the metal is processed aluminium steel which are sustainable and reusable. The texture and the color gives the feel of this exclusively made metal.
One of the key feature of the brand is that it is doesnt harm animal in any way it is completely against leather or animal skin. Hence, making its way to the logo. A tiger print is used to show the same.
The marble texture represents the nature. Nature protection also taking little inspiration from nature is what the brand is all about.
The solid black color represents the rigidity of the brand to it's mission and also represents the clothing line which are mainly in solid block colors.
EXPLORATION WITH THE LOGO
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COLOR VARIANTS
GRIDS AND SIZING
DONT'S
LOGO IN THE DIFFERENT SIGNAGES AND PUBICATIONS