ERDA is a streetwear brand that has sustainable fashion in mind and caters to consumers who want to shop ethical premium pieces with a brand whose values they recognize and support. I primarily focused on product aesthetics from logo iterations to apparel pieces to a website UI. ERDA is a streetwear brand that highlights sustainability through its products and mission statement.
ERDA, meaning earth, is home to over seven billion people. This collection was inspired by the earth, for the earth; it takes inspiration from pink canyons, greenery, and sandy beaches. These colors project a calm vibe that radiates throughout the whole brand, from the logo to the organic shapes for a clean aesthetic. ERDA comes from a need to have a cleaner future.
My interests lie within the streetwear community, prioritizing comfort through a stylish color palette. However, something I value in a brand is its commitment to sustainability. When it comes to fashion, the majority of it lives in the fast fashion cycle. On average, in the US, a garment is worn 7 times before being tossed away (WSJ, 2019.) Companies who produce new styles every week deplete the earth's resources such as water, garment materials, and fossil fuels; and add to landfills. The fashion industry is responsible for 10% of annual global carbon emissions (UNEP, 2019) and the responsibility starts with brands.
ERDA celebrates the earth through its product line and transparency in its ethical manufacturing practices. I have infused the palette of ERDA with colors that reminisce a nature feel.
Fun Fact: I changed the name halfway through the project from ERDE to ERDA. I did this because I wanted the name to have a slightly more feminine touch and because after getting feedback ERDE is harder to pronounce.
Above I have sketches for logo iterations, out of all the sketches, I was inspired by triangles from Alchemy symbols, Alchemy is the medieval forerunner of chemistry, based on the supposed transformation of matter. (Google, Oxford Languages,2022.) This clean triangle tilts at a 45° angle to symbolize the revolving earth.
This logo is used on apparel products and business letterheads, intended to show where the logo can be used.
On the web, ERDA highlights a mission statement with a call to action button to read more about the sustainability impact, and adds various blogposts to give information to"Recycling Tips" and " Clothing Waste." The flowers on vines are meant to be interactive as the user scrolls down the page giving a personal touch to the website. This simple, direct, and clean design helps navigate the consumer to either shop or learn more about the company.
If I could remake some of these assets I would add a product page to the website because the product would give more information on how the product was made. By reviewing "competitors (i.e Patagonia, Everlane) I realized that sustainability highlights should be placed on the homepage to grab the consumer and show them the brand's values. However, to keep the consumer to keep having trust in a brand, they need more information on the product.
Something else I would do differently is focusing more on the sustainable mission statement. Making graphics that communicate the brand's mission. I relied on Adobe Illustrator to create flower assets, I would want to expand into layout abilities to make graphic campaigns for ERDA, and companies like ERDA.
