“When customers visit a retail store, they immediately make an association between the products sold in the store, the … ambience, and the retailers presence and identity.
“ Plevoets & Van Cleempoel (2012)
Regenerate is a brand and business of my own design, which I have created based on the evident success of emerging sustainable brands, alongside my own personal
desire to make retail more environmentally sustainable. With their main aim to prove the worth and style in unwanted textiles, whilst educating shoppers on the
capabilities of that which is so regularly discarded, Knight and Lee will not only facilitate sustainable shopping but an educational experience.
As a sustainable brand with a clear concept and purpose, their identity is reflected throughout the re-design of Knight and Lee, from the changing rooms and decor to
the packaging and logo of the brand. Combining both shopping facilities and the design studios and factories where the clothes are made, under one roof, Regenerate
provide an honest view into the clothing industry, with purchase and production never far apart. With this in mind, I took the recycling symbol and an idea of process,
to create my own logo, reflecting the brand’s identity in a clear and appealing way. Regenerate’s packaging further expresses their identity, not just through the strong
use of logo but by using recycled materials which can then be recycled again after use. Just like the clothes it sells’ the client aim to prove how stylish sustainability can
be
By forming links with the University of Portsmouth textiles faculty, jobs and placement opportunities are available to students, working both within the studios, offices
and factory. A further link with charity shops in the local area prevents a back pile of unwanted clothing within their shops. This facilitates a flow of textiles to be
recycled and up-cycled, supporting charities and preventing wastage which often ends up in India (Kannan, 2017). A further form of support from Portsmouth City
Council helps them in their aims of rejuvenating the high street and addressing inefficient recycling.
Logo design
Packaging design
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