Position sustainability as aspirational and culturally relevant, rather than a sacrifice.
ABOUT
Analog Atelier is a hypothetical sustainable fashion-tech brand that centers on solar-powered "fashion wearables" that connect eco-futurists in radical style, with its flagship product being the K-1000, a photosynthetic coat that charges devices using a proprietary flexible inductive process.
Our goal was to develop a brand strategy and identity system for a new imaginary brand in the Clean or Renewable Energy sector.
The Opportunity
Although tech-infused garments are a growing trend, the fashion market is heavily saturated. Creating a truly original high-tech product means the initial price is high. So, how do we convince people it is worth it and that renewable energy belongs in fashion? We positioned our brand in the high-innovation and mid-cost range, offering self-powered independence at an attainable price for the modern eco-futurist.
Developing the brand system
The identity presents a direct contrast between a script and a sans-serif small-caps font that brings together two worlds: the analog, natural world and the technology that helps us harness it. The graphic element of the brand is inspired by the power of the sun used as an overlay throughout our brand.
Our Solution
We position sustainability as aspirational and culturally relevant, rather than a sacrifice. While many eco-brands focus on guilt or austerity, Analog Atelier emphasizes style, optimism ("Dare to wander on"), and self-expression, presenting renewable wearables as a status symbol and identity choice. The origin story, desert, dead phones, and harnessing the sun reinforce the product’s inevitability and sense of adventure.
Key Takeaway
Through this process, I saw how collaboration and leveraging team strengths led us to an innovative solution with real potential in the renewable energy sector. I also learned to develop ideas by researching trends, analyzing competitors, and using a brand framework to position Analog Atelier as a B-Corp renewable-fashion wearable company ready to make an impact in the fashion industry and beyond.
Category:
Trend Research
Competitor Analysis
Brand Strategy
Brand Systems Design
Brand Applications
Collaborators:
Faina Danielian, and Tyler Hilt
ArtCenter–MDes Project