Rebellelion Visual Identity

Rebellelion (pronounced “Rebellion”) is a clothing brand founded in 2015 with the goal of creating fashion-forward pieces that are kinder to the environment compared to traditional fashion industry standards. The owner of Rebellelion approached Tote Bag to develop a more mature logo and visual identity that would align with the brand's rebellious, feminist, and slow-fashion roots.

Before this update, Rebellelion's branding imitated familiar cultural tropes. Rosie the Riveter poses, Vietnam War-era flower power, and Sex Pistols typography were often seen. I used this opportunity to dig deeper into the essence of the brand and uncover its true values. Through conversations with the owner, I learned the ins and outs of the brand's journey. After distilling this information, we arrived at a core idea: Rebellelion makes slow fashion accessible through beautifully crafted, sustainable clothing for expressive individuals who want to look good while helping our planet.

To communicate this, I needed to craft a visual identity that resonated with the brand’s ethos. I started with the logo. I aimed to make something that felt handmade, like slow fashion, and also confident. To do this, I tightly kerned a subtle blackletter font in a faux pas way. The letters are all lowercase letters, with slight rounding. And I added a period at the end. Combined, the effect is a soft yet self-assured looking identifier.

After logo development, I moved into creating a suite of supporting visuals to further evoke a handmade feeling. I defined a set of fonts that feels both bespoke and reminiscent of analog guerrilla art. The color palette is a mix of muted, vintage tones inspired by the old west, balanced with vibrant shades to symbolize the fusion of old and new. I curated images of western-themed imagery for supplemental use. Each image was styled like a photocopy then tinted with the Rebellelion color palette. Additionally, I created marker elements. They add texture, and provide a tactile, organic quality to the visuals.

The result was a very pleased client excited to put these items to use.