Eco Chic

Eco Chic – Sustainable Women’s Fashion Brand Identity

This academic project was developed for the Adobe Illustrator module within the Digital Graphic Design course at UTN Multimedial in Buenos Aires. The assignment focused on creating a complete brand identity based on an assigned thematic category, providing an opportunity to explore visual identity development using fundamental Illustrator techniques.

The Challenge The project required designing a brand identity for a sustainable women’s fashion company, interpreting the brand’s values and positioning through visual and semantic elements. The challenge involved translating abstract concepts of sustainability and fashion into concrete visual language while demonstrating proficiency in Illustrator’s essential tools and techniques covered throughout the module. Additionally, the identity needed to function across various applications and background conditions.

The Solution I developed “Eco Chic,” a brand identity that communicates the intersection of environmental consciousness and fashion appeal. Using Adobe Illustrator, the design process involved creating both logotype and symbol variations, exploring how each element would perform across different contexts and backgrounds. The visual approach balanced feminine fashion aesthetics with sustainable values, utilizing color, typography, and symbolic elements that would resonate with the target demographic.

The technical development included testing various logo configurations, establishing primary and secondary brand marks, and creating guidelines for application across different background scenarios. The project explored the relationship between logotype and symbol, determining optimal usage contexts for each variation while maintaining brand consistency.

The Impact The completed brand identity successfully communicated the core values of sustainable fashion while demonstrating technical proficiency in vector-based design. The project resulted in a flexible brand system with multiple application options tested across various background conditions and usage scenarios.