Hemp Black.
Project Type
Brand Product Launch
Produced by
Alan Crowne @ Tonic
Disciplines
- Concept Development
- Creative & Art Direction
- Strategic Direction
- Digital & Social
Hemp Black is an American company specialising is creating scientifically-enhanced, environmentally-friendly materials, and from these, comfortable, stylish and above all, sustainable clothes. They have established themselves in the US, but needed someone to launch the brand in Australia, and then the rest of the world.
They had little to no visual or tone of voice branding, and wanted to launch the brand via a range of ‘athleisure wear’ products. We were tasked with coming up with an overarching brand message, creating a consistent tone of voice for their existing, very scientific collateral and tying it all together via the launch of said fitness apparel.
Solution
While there are many athleisure wear competitors out there, and quite a few that boast strong sustainability credentials, they either lean towards looking fantastic or being ‘holier-than-thou’ – so we decided to give these two super-important aspects equal weighting.
For the brand, we came up with the slogan: Hemp Black. Wear Better. This captured the ideas of quality, comfort and style, as well as nodding to the reduced carbon footprint of the brand. We also created our own sports apparel category name: Pro-Activewear and launched that under the headline: Look Better. Feel Better. Do Better – while underlining our sustainability message with hints of greenery surrounding our models. A clean, green, winning combination.
