fagerström deliver a fresh, eco-conscious concept and identity for ‘healthy apparel’ label Salad — The Brand Identity – Home of the Greatest in Brand & Design

Part of social enterprise FabricAID, Salad is a genderless clothing label that sources its fabric from premium up-cycled garments to create high-quality contemporary collections. Being the first establishment of its kind in the Middle East (based in Beirut), they required a brand strategy, naming and identity, which is where fagerström come in. With the concept of ‘circular fashion’ in mind, the Madrid-based studio devised the idea of ‘healthy apparel,’ which then led to ‘Salad’ as the brand name. It encapsulates the exact spirit of the label; made from discarded garments, all with a healthy and eco-friendly energy. The next step was creating a design langiage that would accurately convey this concept. As Head of Business & Strategy Joaquín Pinochet reveals, “one of the challenges we faced was how to create a brand that conveys two seemingly antagonistic ideas, such as self-expression and caring for others.” What did they find in the middle ground? The idea of the ‘activist’ “that is,”

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• Pari Bhandarkar