Client:
Worn For Good
Location:
Sydney, Australia

Fashion from the past, defining the future.

Worn for Good is your sartorial wonderland, where you can shop preloved designer apparel with profits going towards charities that work to improve the lives of women and the health of our planet. Whilst Worn For Good set out to grant second lives to homeless garments, we granted them their first. As part of our Smack Bang Foundation, we worked with founders Sophie and Pip to craft an identity that demonstrates that fashion and compassion can co-exist.

Through every touchpoint Worn For Good needed to establish trust as curators of cool, while also claiming their space as leaders of conscious consumerism - redefining how we think about the greater impact of our purchasing habits. Our brand system celebrates the circular cycle and second life WFG enables with an accessible, bold and relatable tone. Our logo aligns and highlights the ‘o’ letter forms, emphasising the notion of a circular economy whilst also alluding to the zero waste, zero production impacts of recycled clothes. With a strong focus on community and creating resonance with their fashion forward audience, we built an ecommerce platform that focused on the customer journey and showcased every element of the brand with considered charisma.
We can honestly say we wouldn't be where we are without Smack Bang. The SB team took us on as part of their philanthropic foundation which provided us with brand foundations set for launch. From the very beginning, they understood our vision. They distilled, developed and delivered the perfect brand concept we couldn’t have conceived ourselves. They were intuitive, organised, adaptive and professional. We couldn’t imagine better partners to build our brand. The strength and success of our new branding has made acquiring new relationships with big, existing brands all the more easier for us. – Sophie Palmer, Co-founder, Worn For Good




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