Fagerström deliver a fresh, eco-conscious concept and identity for ‘healthy apparel’ label Salad
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,” Pinochet continues, “someone who satisfies their need to express themselves by doing good and helping others. Under this idea, we developed a brand with a bold, non-conformist and determined personality, and thus, the sustainable purpose of the brand ceases to be something boring and becomes something desirable.”
The visual language achieves this with an impactful yet mature typographic direction, with the wordmark, in particular, bringing a sporty and contemporary character. “For the logo,” Pinochet reveals, “we used Trois Mille Bold from Sharp Type. We wanted a typeface that has strength and personality, but at the same time with certain dynamism, which is especially noticeable in the wavy shape of the ‘S.’” Sitting alongside Trois Mille Bold, Fagerström decided to use Europa Grotesk SH “for its simplicity and great versatility,” and Mondwest, “a bitmap font with an elegant look that creates a slight embroidery effect, even in digital pieces.” The brand is unified with a signature colour of parakeet green, a hue that not only underlines the sustainable spirit of the brand but also signifies harmony and renewal.
Europa Grotesk SH by Elsner+Flake