SAHARA is an ethical fashion brand specializing in responsibly sourcing the finest cotton in the world. They have amazing products and a compelling vision for their business and exist to provide sustainable apparel, that is both modern and comfortable.
It is made for those who desire love and independence, celebrate authenticity, but hate restraints. For those who are soulful, broadminded and kind of spiritual, but also impulsive and brave while crave for attention.
The purpose of Sahara clothing is to create safe and effective products without compromising on quality, while creating an unforgettable experience for their customers. For them, the right clothing quality leads to deep feeling of fulfillment.
I partnered with them to define their brand story and identity.
The whole brand identity concept revolves around the unsolved mysteries of deserts and the spirituality evoked by unforgettable experience of comfort and freedom, made with passion and energy for people to wear and feel good.
The brand palette outlines the brands core color experience through a set of warm and friendly, but also rich golden tones found in sun-washed desert sand dunes in combination with dark blue inspired by dusty night desert sky.
A sans-serif typeface was used to create a stylish logo that retains a strong personality. Straight edged triangle based logomark suggest stability and balance of the brand, maintaining its real, honest and down to earth character.
