Zero Waste Every Waist
Zero Waste Every Waist is a future-focused fashion label based in Helsinki, Finland. At the brand’s core is a dedication to resourceful and circular design. Zero Waste Every Waist up cycles discarded textiles using zero waste design methods to create size adjustable and body-inclusive clothing. The brand aims to address two major challenges in today’s fashion industry: the environmental impact of overproduction and overconsumption and the lack of diversity in body representation.

The visual identity for Zero Waste Every Waist is designed to reduce not just waste in printed matter but also considering sustainability in digital materials through design choices, such as:
1. Logotype and supporting typography using variations of open source fonts
(Open Sans Condensed and Arial)
2. Low carbon color palette with black and white images and muted colors
3. Custom image dithering filter designed to reduce the file size of images
4. Digitally sustainable web design
5. Branding strategy utilising waste materials also in physical brand assets
Just like their products, the visual identity for Zero Waste Every Waist has been designed with both physical and digital sustainability in mind. This approach challenges the current trend where many fashion brands focus on sustainable clothing production but overlook the environmental impact of other brand communication materials.
Outcome
Visual Identity
Art Direction
Web Design
Brand Strategy
Social Media Content Creation
Expertise
Graphic Design
Sustainable Design
Year
2025