Paper Stone Scissors’ identity for Reloop depicts the sustainability of their ‘re-commerce’ model
Launched via department store David Jones to celebrate GlamCorner’s tenth anniversary, Reloop is the fashion rental platform’s venture into sustainable, circular practices, offering users the chance to buy and sell pre-loved designer clothing under a model defined as ‘re-commerce.’ Requiring an identity to convey the high-end nature of the clothing on offer alongside the endeavour’s ecological focus, Reloop turned to the Sydney design studio of Paper Stone Scissors to typographically empower their mission, taking visual cues from both elegant and environmental contexts.
“The colours represent textures found in nature,” Head of Creative Dylan McDonough tells us. “The bold eco-green and natural stone colours reflect the brand ethos of re-use, re-sell, re-loop,” he explains, “helping their customers shop less, but better,” reflecting the optimism and intention of the brand without falling into the aesthetic tropes of environmentally focused companies. This notion is further embodied through Reloop’s fashion-brand-like monogram, the curvaceous form of which illustrates the circular practicality of its offering.
The use of Typefolio’s Adriane Text and Matteo from Indian Type Foundry supports the striking monogram. “Adriane creates a balance of sophisticated sharpness when met with a natural pattern flow for an unexpected approach,” McDonough states, balancing the latter with Matteo’s clean construction, “which was tracked out to add a sense of clean breathing space,” creating the base of the bespoke logotype. With all of Reloop’s graphic elements combined, the resulting identity represents an unconventional combination of luxury and sustainability, comfortably sitting in both spaces.