Charlie Smith Design Charlie Smith Logo Studio 22,
Royal Victoria Patriotic Building, John Archer Way,
SW18 3SX London,
info@charliesmithdesign.com 2088741244

Charlie Smith Design

Charlie Smith Design

People Tree — Identity

Identity — Print — Digital

People Tree is a sustainable fair trade fashion label which was founded in 1991. Every product is made to the highest ethical and environmental standards from start to finish.  They approached Charlie Smith Design to develop a new visual identity, packaging and supporting collateral.

We worked with brand strategist Debbie Taffler to help identity a solid brand position for People Tree, and with copywriter Anna Whitaker to establish a framework for tone of voice. The visual identity needed to reflect the eco nature of the brand, whilst also feeling fresh and modern. We used hand drawn elements and patterns throughout the identity to complement the hand made nature of the clothing, and paired them with a fresh colour palette and bold typography. These new elements were used successfully across packaging and sales collateral to help reinforce the brands eco yet modern approach to design.