Project details
Sloop is a contemporary slow fashion brand rooted in Japanese minimalism and Indian craftsmanship. Inspired by the Japanese idiom Oubaitori- which celebrates individuality and natural rhythm- Sloop offers thoughtful, fluid essentials that champion quiet confidence and self-expression. The brand stands as a movement for intentional living, emotional depth, and cultural harmony, designed to evolve with its wearer.
In a saturated slow fashion market, Sloop wanted to establish a distinctive, emotionally resonant identity that stood apart from seasonal or trend-driven competitors. The founders had a powerful philosophy and aesthetic vision. They needed guidance for crafting a cohesive brand strategy, identity system, and storytelling approach that could reflect their values and translate across platforms.
To bring Sloop’s philosophy to life, we approached the project as a deep cultural and emotional translation.. We began by articulating a clear brand strategy-defining its purpose, values, audience, and positioning in the slow fashion space. The core idea was to create a brand that doesn’t define the individual, but adapts to and celebrates their uniqueness.
Visually, we developed a fluid, minimal identity inspired by both Japanese aesthetics and Indian artisanal traditions. The logo- an abstract brushstroke- symbolises movement, openness, and the confluence of cultures. A custom typography system blended Japanese and Devanagari calligraphic cues, while the colour palette balanced Japanese restraint with Indian richness through earthy tones and a signature deep blue.
Beyond the aesthetics, we created a cohesive visual and verbal system that was modular, inclusive, and emotionally resonant. Organic forms, hand-drawn textures, and non-binary representations allowed Sloop to stand out as a gender-functional, expressive brand. The brand was extended across all key touchpoints- from packaging and social media to launch assets and content guidelines- ensuring consistency, flexibility, and depth in storytelling.
Sloop’s branding journey, now globally featured on the World Brand Design Society, reflects our belief that powerful brands begin with meaning. We didn’t just give Sloop a look- we gave it a voice, a soul, and a future-ready foundation.
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