About

Client: Pool
Sector: Fashion
Country: Belgium

Strategy

In a socio-cultural context centered on image and consumption, the textile industry has evolved towards ultra-diversified mass production. In reaction, people are gradually taking ownership of the brands best suiting their sensitivity.

Purchases are then dictated by the image reflected by the brand rather than the qualities of the garment itself.

By offering a collection of unbranded second-hand clothes, Pool incites the consumer to concentrate more on the singularity and the technical properties of the garment without being influenced by the brand’s image.

Identity

In this project, we proposed Pool to pursue the same approach by putting aside its name in its communication in order to highlight four essential information of clothing : size, composition, origin and maintenance.

Therefore, we created 4 pictograms in order to substitute the 4 letters P, O, O, L; on the label of the clothes but also throughout the entire communication.

The purpose of these pictograms is to replace the brand "Pool" by the behavior its attempts to promote among its consumers.

Implementations

· Identity
· Stationary