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A sustainable brand to drive national behaviour change

With an estimated 340,000 tonnes of used clothing going to UK landfill annually, the Waste and Resources Action Programme (WRAP) needed a brand and behaviour change campaign to encourage people to buy sustainable clothing, get more from their current clothes, and give a new lease of life to their old garments – whether that was pairing them for a fresh look, doing a spot of repair, or turning them into something else entirely.

We captured what is a relatively complex set of behavioural requirements in a simple, action-oriented campaign name: Love Your Clothes. And we created the fresh and engaging brand, with its friendly, stitched-heart motif and a range of similarly themed iconography.

We also created the campaign’s flexible visual language and messaging to help communicate the simplicity, fun and financial and environmental benefits of getting more from our clothes – even those old cords at the back of the wardrobe.

With its tips-filled website, social media presence and partnership with fabric care brand Ariel, the Love Your Clothes campaign is capturing the hearts and minds of consumers, and helping to inspire them to make small, conscious changes that reduce the impact of their clothes on the environment, while influencing a more circular approach to clothing globally.