Gaea

December 2019 - October 2021

Logo, Identity, Brand, Package Design, Type Design

a luxury and sustainable fashion brand that takes a full lifecycle approach, designers at Gaea look at everything from fibers to dyes and finishes. Waste is a priority branding focuses on sustainability at the end of the cycle. Not only are the materials evolving, so too is the brand.

The mock design project expanded my knowledge of design's packaging and branding aspects. The custom-made typography takes inspiration from the full-cycle process that requires materials to be submerged in various liquids, emerging as raw materials ready to be used.

The typeface is a hybrid between a modern serif and grotesque sans serif; the variation of broad to hairline thin strokes in the anatomy of the typeface gives the appearance of surfacing characters. The company's identity utilizes the typefaces' character "A," shaping an abstracted butterfly that runs true from packaging to labels.