meid
naming, branding, photography & product design
swimsuits designed & made with care.
A personal project that began with great love for the sea and a search for sustainable yet affordable pieces, that could inspire confidence and comfort in women. Participating in this end-to-end process did not only open to me an unexplored and exciting window into the fashion industry but it also helped morph the brand to include sustainability in all it’s process, evaluating all the steps from fabric to delivery and focusing attention on every step’s impact.
Objectives:
Create a brand not just for a product, but for a community, the branding had to be as flexible as the idea of the project was. Develop a narrative and visual style of each process.
Project developed with Rita Rosmaninho.
naming
the intention of the project was to make everything with our hands so in search of a word that evoked the manual process yet had a sea spirit we came up with “meid” that has a phonetic similarity with the word made while also resembling the word mermaid.
concept
embracing transparency, which doesn’t happen that often in the fashion industry, we designed an icon that united the brands seven core values in fine morphable lines that resemble a shell accompanied by a delicate sans type in lower case. For the color palette we chose a deep blue that reminds us of clear seas and a neutral warm sand color.
the process
from the start one of the main goals was to figure out how we could reclaim waste and give it a new life, some of our main achievements are: the labels are made from home recycled paper obtaining the pulp and drying it to make beautiful textured new paper, the inks we used for dying the mailing bags came from avocado peels and ash, and finally we are using the scraps that we created in the cutting stage of the pieces to test a mix of bio-based plastics to create new fabric. We’re still experimenting with different ways to repurpose our waste and wish some of our findings can be applied in a greater scale.
