Nou is a handmade clothing brand from Cape Town, South Africa that produces eco-friendly garments. The apparel aims to add more comfort into the daily life of people. The Nou's clothing design philosophy relies in simplicity, pastel shades, and a lack of patterns - they highly value comfort and relax. The company also claims there is a possibility to provide comfort clothing taking care of nature, and they do so. Thus, the brand uses organic cotton in their apparel production which is grown using methods and materials that have a low impact on the environment.
The brand identity's main goal was to convey the company's sustainability positioning and its focus on providing comfort clothing. The overall visual design was created to support the apparel minimalist style and reflect its values. The dark purple/blue color stands as a main design element getting most of the attention: it symbolises calmness, peace, and reliability - what people are the most lack of lately. Small sans serif type puts an emphasis on simplicity, while the "o" letter in the logo symbolises a relaxed feeling and a struggle against perfection.