Urvara: naming, corporate identity and packaging for slow fashion brand

Urvara is a young sustainable clothing brand that is committed to fair trade and slow fashion as a brand philosophy. This new trend in the sector is a way of producing and buying that is committed not only to the quality of the garments, but also to a series of values ​​in their production and transportation. With these premises, this Cantabrian brand was born with the need to “be named” and create a whole corporate image around it, according to its core values ​​and ethics.

Whenever we do a naming or a corporate identity in Pixelarte, we start from a complete questionnaire that we send to the client with the idea of ​​working together throughout the process. We have been improving this survey over the years, in order to understand the essence of the brand, the company and its activity within the sector, as well as to know and analyse its competition and its strengths -and weaknesses- on which all their identity must be sustained.

Finally, Urvara was the name chosen for this sustainable online clothing store. It is a term from Sanskrit language that refers to the fertility of Mother Earth. From the chosen name and the inspirational moodboard that we elaborated, began to take shape what was to become the entire graphic universe of this sustainable fashion brand.

A Didona serif typeface was chosen to create the logo design; an elegant typeface with personality, which has been closely linked to the world of fashion throughout history. This, together with a pastel colour palette, created the ideal visual code to transmit the calm and care with which each of the garments was created. All this together with a series of awareness messages in English about responsible consumption, built the corporate identity that makes Urvara a memorable sustainable clothing brand, and places it in this complex scene of the sector in Spain.

In addition to the naming and logo design, we completed the branding with a system of illustrated pictograms to enhance the brand communication on the garments themselves. Lastly, in addition to the art direction in photography -which helped to come out easily with the styles for their lookbook, catalogs and posters– we designed all their corporate stationery, textile labels for clothes, tote bags, shopping bags and a beautiful and ecological packaging design so that the unboxing experience was perfect.