ULLAC OY ➝ ‘Eco’-rebranding for London & Helsinki conscious apparel label.

Ullac is an ethically operated, gender neutral clothing brand from London and Helsinki. We were commissioned to rebrand their identity as they had broadened their offer away from purely denim when they first launched.

Sometimes to ‘rebrand' is to ‘remove'. To change the story, or tell a different one. It can even of course in many ways be wasteful. Working with the Ullac team, rather than starting from scratch, we actually added. A new visual layer punched on top of the old.

With this evolved branding approach, we encompass as much of where they’ve been, as where they’re going. We could also act on some of their principles – through reusing existing materials where possible. Overprinting previous print, sticking stickers over stickers and woven labels over woven labels. And along the way we got to learn about slasher films, Tarleton Waltzers, Viking horse shoes and how to use 90's pop slang in a design meeting.