The client
Nui is a low-impact apparel brand based in New Zealand that uses sustainable materials.
Why this matters
As a whole, the fashion industry encourages over-consumption, disconnects customers from producers, and generates massive waste & pollution. Ethical supply chains & sustainably sourced materials represent a better future for us and our clothes.
The project
Our goal was to create a brand identity & shopping experience antithetical to fast-fashion–one that encourages customers to make conscious, intentional choices.
Inspired by New Zealand
New Zealand’s lush landscape provided easy inspiration for the brand’s look & feel, as did the simplicity of natural, comfortable materials such as wool & silk. The Nui logo is based on the koru, a shape integral to Māori art. Its hand-drawn look is complemented by a soothing typography and an earthy color palette.
Strategic, visual, and voice consistency
Each Nui piece is crafted intentionally and made to last. We created a brand book that reflects the values of the company in its messaging and the soft, comfortable, and lightweight quality of the clothing in its design.
A custom Shopify experience
The design & UI of the site create a fluid & immersive experience with as much room for content as commerce. Working from a default Shopify theme, we customized the site extensively, incorporating animation & subtle interactive elements into the navigation and adding custom filters, pages, and apps to allow for storytelling.
