YEVU

MADE IN GHANA. REFRESHED BY ENTROPICO.

→ BRAND REFRESH
→ DIGITAL DESIGN
→ MOTION DESIGN
→ PUBLICATION DESIGN

In our highly commercialised world where fashion is the third largest pollutant industry and produces up to 10% of total global carbon emissions, YEVU is a pioneer in the ethical, slow fashion world. YEVU is a socially responsible label that encourages consumers to become more aware of their consumer habits and their impacts on the environment and economy. YEVU, made in Ghana, believes in the transformative power of economically empowered women and the power of providing sustainable choices to pay fair wages. Entropico wanted to tell YEVU’s story, sewing their ethos visually through a brand refresh.

THE TYPE

In this particular project, the type was not the hero. It was important to use a simple, clean sans-serif font as this would compliment the bold campaign imagery and bright colours used in the brand refresh. Neue Haas Grotesk in different weights was used for both titles and body to create a crisp elegance and champion other design elements.

CELEBRATING A DECADE OF YEVU FASHION

Pioneers in the ethical, slow fashion world, YEVU is a socially responsible label that encourages consumers to become more aware of their purchasing habits and their impacts on the environment and economy. Entropico were brought on to tell YEVU’s story and give a visual refresh of their assets to promote the launch of HERO, a flagship collection to honour the joy and liveliness of Ghana and African wax prints.

DESIGN IN MOTION

Digital and photographic assets were designed to move playfully and cohesively over screens. Simple vector shapes such as flowers were used so that, similarly to the text, the campaign imagery and colours were highlighted. Animation was used as a tool to give further meaning to designs and demonstrate the personality of YEVU as a brand - each print could not only look different, but also move differently. Repetition and ‘looping’ applied to designs in motion were a motif for the kaleidoscopic, tessellating patterns seen in West African clothing. The motif of repetition was also used to tell YEVU’s brand story and ethos - the journey of how prints are sourced, sewed, bought and then cycled back into fair wages and good working conditions - like a metaphysical circular economy.