Purpose-Driven Brand & Product System
Overview
Rock & Clouds is a sustainable outwear apparel brand built around conscious consumption, nature, and adventure. The project involved creating the brand from the ground up—defining its strategy, narrative, visual identity, and digital foundations to ensure authenticity, differentiation, and long-term scalability.
Challenge
The main challenge was standing out in a saturated sustainable fashion market while avoiding generic or performative messaging. The brand needed to resonate emotionally with eco-conscious consumers while clearly communicating its values, purpose, and aesthetic. Identity, storytelling, and UI had to be developed simultaneously and coherently.
Process & Approach
I led brand workshops to define purpose, tone of voice, and positioning. This was followed by market research and user interviews to validate assumptions and refine direction. I designed the visual identity system—logo, typography, color palette, and iconography—and translated it into modular UI components and brand guidelines adaptable across digital, social, and product touchpoints.
Impact & Results
- +35% increase in social engagement and brand awareness during launch.
- Initial collection sold out within weeks.
- Brand guidelines successfully adopted across all channels.
- Strong emotional resonance and positive customer feedback.