The White T-Shirt Co.'s logo overlayed a model wearing a white vest
THE CHALLENGE

Re-entering the marketplace, they found their number of competitors had increased.

The White T-Shirt Co are an ethical and environmentally friendly clothing designer and manufacturer. Having ceased trading in 2010, they decided to relaunch two years later. They needed to strengthen their brand and revisit their strategy. Having always attracted older consumers, they realised they needed to target a wider audience. They also needed a new website to help them market their products effectively.

The White T-Shirt Co.'s brand approach, a transparent brand with a clear vision
THE APPROACH

A transparent brand with a clear vision

To set The White T-Shirt Co apart from their competitors, we went back to basics to create their brand strategy. We looked at the ethos behind their brand and how to define a clear purpose. That was, to create the perfect t-shirt without compromise to style, quality or ethics. Once defined, this informed the minimal, almost unbranded aesthetic of their visual style. By doing so, we made sure that the brand's values were an inherent part of their identity. Made with sustainability in mind.

The White T-Shirt Co. Logo
The White T-Shirt Co.'s ethical promise brandmark
The White T-Shirt Co.'s t-shirts modelled by a young man
The White T-Shirt Co.'s t-shirts range hanging on a rail
Close up of the Green Cotton label in The White T-Shirt Co's product
A SUBTLE IDENTITY

An identity inspired by an ethos

With their refreshed visual style, we designed and developed a minimalistic site. This complemented the unbranded aesthetic we had created. It also allowed The White T-Shirt Co to appeal to a broader market. By keeping the design clean, the site reflected the simpleness of the t-shirts themselves. Likewise we incorporated the brand's strong ethos and environmental and ethic beliefs. This allowed customers to follow the journey of the t-shirts themselves. In keeping with the brand's ethos, we also designed stationary and packaging made from recycled material.

The White T-Shirt Co.'s website gallery
Model wearing The White T-Shirt Co.'s t-shirt
The White T-Shirt Co.'s folded t-shirt
The White T-Shirt Co.'s sustainable packaging label with brown string and ethics promise brandmark stamp
The White T-Shirt Co.'s sustainable packaging and stationery
Precept are a creative, imaginative agency who we really enjoy working with Penny Marron | White T-Shirt Co

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