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Edun Re-brand

Winner - Gold

Competition: Spark:Communication
Designer: Mr. Shang-Lun Yang
Design Type: Branding
Company / Organization / School: Pratt Institute
Website: http://shang-lun.com

Edun is a fashion brand bringing positive changes to Africa by elevating local garment productions and the continent’s world trade percentage. But their present brand identity failed to deliver the vision to public. This project is about creating connections between Edun’s vision and its brand identity to increase public awareness. I created a triangular geometry, developed from the logo itself, as a gesture of Edun’s mission. I used hand-stitch threads and dotted line prints to enhance the idea of “Made in Africa” in the redesign of garment tag, stationary, and runway invitation. I turned their lookbook into a folded poster with cards format to provide an option for using it as a decoration to increase brand exposure. The pop-up CD package contains the promotional videos for Edun’s projects in Africa. Also I designed a news print, Edun Post, to explain their history, vision, achievement and their ongoing projects.