Joie - Organic clothing

We have carried out very extensive internal work for the "Joie" brand project.
Powered by the Smartex company and its owner Loïc Dejalle, the new Joie brand offers eco-responsible, sustainable and conscious textiles.
We worked on the entire brand strategy ahead of the launch at the end of 2020. For this brand, it was important to focus on positioning, tone of voice, but also and above all on the values to be conveyed and the appropriate communication solutions.
We then created the visual identity and marketing collaterals. We have imagined responsible packaging solutions such as shipping bags made from compostable corn amydon and FSC-certified papers.
We were also involved in the artistic direction of the lookbook and studio photo shoots for the website.

SCOPE

- Logos & marks

- Collaterals

- Packagings

- Direction

- Strategy

- Digital marketing

- Web design

- Video making

How can you imagine the most respectful clothing brand possible on a budget?

We have devised several solutions:
- The textiles are produced by the Belgian brand Stanley / Stella which designs its clothes from organic cotton and recycled polyester. S/S also ensures that factory work (Bangladesh) is kind to men and women. The energy footprint of production and transport is also an essential point of the Belgian society. Read more here
- Joie only produces what is strictly necessary: the clothes are made individually. This therefore avoids any unnecessary stock to be liquidated in one way or another. It is the same watchword from a packagings and transports point of view: less is more.
- The textiles are robust and timeless. These essentials go well with any outfit in your wardrobe. So you keep your favorite item of clothing for longer in time.
- In general, the company, on a human scale, constantly thinks about improving the different stages of the process from an eco-responsible perspective.
Thus was born "Joie".