‘Piece of Mine’ is a campaign I designed for my BA of Design in Visual Communications to promote organic cotton and fair trade practices within the fashion industry.
Photographic strips of plants were juxtaposed against strips of garments to highlight the relationship between natural materials and man-made fabrics.
The tagline ‘our goal, your way’ was used to reassure consumers that they wouldn’t have to compromise on their style to adopt a responsible attitude towards fashion.
Identity for 'piece of mine'.
The ‘piece of mine’ company handbook was created as a guideline for retailers who chose to partner up with the ‘piece of mine’ campaign. It contained the campaign manifesto, information about Fair Trade and Organic Cotton, rules for promoting the campaign, and tips for merchandising ‘piece of mine’ branded products.
The book featured different sections which were seperated by tiered dividers.
Page layout.
The inside of the front cover featured a beautiful cut-out flower, the shape of which featured heavily throughout the campaign design.
This cut-out flower folded out to reveal strips of natural plants juxtaposed against strips of man made garments.
The back of each section divider featured colourful photography of plants and fabrics, expanding on the thin strips used throughout the campaign.
I designed badges as promotional merchandise for the campaign.
I also designed printed t-shirts with two options for women and two options for men.
'piece of mine' identity applied to a retail space.
The juxtaposed strips of natural plants and man made garments fitted in perfectly to the retail environment, organically blending in with the surrounding structures while subliminally enforcing the 'piece of mine' brand.
The 'piece of mine' website featured on an instore computer, giving customers the opportunity to interact with the campaign in real time and learn more about Fair Trade and Organic Cotton.
The intro page to the website featured a beautiful flash animation which altered the opacity of the strips, highlighting the virbrant colours of each individual image as the mouse moved accross them.
