Inspired by KNOWN SUPPLY’s mantra of “who makes it matters” we set out to create an identity that drew attention to the people behind each product. Our goal in this was to induce empathy from patrons, thus cultivating a unique relationship between consumer and creator.
The topic of ethical clothing obviously carries an inherent weightiness to its narrative. With KNOWN SUPPLY, however, we chose to focus on the brand as a solution, rather than simply restating the problem itself.
As a result, KNOWN SUPPLY’s imagery conveys a story that is personal, transparent, and life-affirming — reminding people that they aren’t just customers, but heroes in this story.
The customer is predominantly female (80%), college-educated, value-driven, and charitable. In order to appeal to, this demographic, we chose an aesthetic that was stylistically neutral, but never dull. Following this minimal approach, we were able to create a complementary dynamic that accentuated the wonderful faces behind each product.