Detag is a clothing brand founded on the principles of conscious consumption. It creates apparel from recycled materials, offering an alternative to impulse buys dictated by advertising and trends. Through minimalist design, visual quietude, and a serene color palette, the brand communicates the idea of freedom from consumer pressure, helping people choose clothing based on their own needs and values.
Past project deliverables.
Rebranding
To find a new visual idea, I turned to ChatGPT. I described the brand’s philosophy and asked it to suggest several metaphors that could form the basis of the corporate identity. From the options provided, I settled on the metaphor «Natural Growth» because it best conveys the idea of conscious consumption and a tranquil approach to objects.
In this metaphor, clothing is perceived as part of the natural life cycle: items, like plants, should not adhere to the fast pace of trends, but can exist in their own rhythm—changing, enduring, and acquiring new value over time. Visually, this idea is expressed through watercolor washes, delicate lines, and soft color blots that evoke petals, stems, traces of moisture, and organic growth. This type of graphic design appears vibrant, fragile, and understated, emphasizing the brand’s delicacy, its connection to nature, and its rejection of an aggressive visual environment.
Identity
Logo
To create the logo, I asked ChatGPT to render the text in a handwritten style, as if brushed onto a surface. I then selected the «Doctor» typeface and requested its use for the logo. My goal was to preserve the smooth, slightly imperfect lines and natural curves of the letters to convey the brand’s lightness and individuality. After reviewing several options, I settled on a more freeform version set against a light beige background textured like recycled cardboard, which underscores the concept of conscious consumption.
Prompt: Create a logo for the clothing brand detag. I want the lettering to look handwritten, as if brushed by hand. Use the Doctor font as a base. The letters should be fluid, slightly imperfect, with natural curves and varying line weights. The logo should convey the brand’s lightness, naturalness, and individuality. Use a muted dark gray color for the text. The background should be a light beige, featuring a texture of recycled cardboard with visible paper fibers. The composition should be minimalistic, with ample negative space. Only the word detag, with no additional symbols or decorative elements. Horizontal format.
Colors
For the development of the main graphic element, I asked ChatGPT to create a watercolor flower that embodies the metaphor of «Natural Growth.» I wanted the illustration to look somewhat abstract, with blurred edges and loose brushstrokes, without excessive detail. For the color palette, I chose saturated blue, red-orange, and muted green. After several variations, I settled on an asymmetrical composition featuring a large flower and gentle stems on textured beige cardstock.
Prompt: Create a watercolor flower for the Detag brand. I want it to look hand-drawn, slightly imperfect, with blurred edges and smooth color transitions, free of extraneous details. Use saturated blue, red-orange, muted green, and gray. Allow the paints to blend and layer in places. Make the composition asymmetrical: the large flower partially extends beyond the top edge, while the stems and leaves gently descend. Leave more negative space on the left. The background should be light beige cardstock with a noticeable recycled paper texture. I’m aiming for something between an antique botanical illustration and a modern abstract watercolor. No text or extra elements; use a horizontal format.
Color palette developed using the Adobe Color service
Keyways
Prompt: Create packaging based on the logo and main graphic element I have already attached in the chat. It is important to preserve their appearance, colors, and style without inventing new elements. I want two identical cardboard boxes stacked on top of each other. The cardboard should be light beige, with a natural texture from recycled paper. Place my logo and watercolor flower on the boxes so that the design flows smoothly from the top surface to the side panels. Create a realistic product photograph with soft sunlight, natural shadows, and a calm background. Leave plenty of negative space on the sides.
Prompt: Create a realistic product photograph of packaging for the detag brand. I want two sheets of crumpled beige kraft paper joined in the center, and the joining point covered by a circular sticker. On the sticker, place the signature watercolor flower that I already sent in the chat. The sticker itself should be made of matte beige paper, without any text, logo, or white outline. Maintain the texture of the crumpled paper, soft natural light, and a minimalist composition. The view must be strictly top-down, a realistic photograph.
Prompt: Create two tags for the clothing brand detag, based on the watercolor flower I already sent in the chat. I want the tag shape to mimic the curves of the petals, making it look like one cohesive flower rather than a standard rectangular label. The tags should be made from light beige recycled cardstock with a noticeable paper texture. Add metal rings and a light cotton string connecting both tags. On the first tag, place the large watercolor flower without any text. Leave the second tag entirely beige, without flowers or a logo. On this tag, place the sizes S M L XL, and below that, the composition information: 70% RECYCLED COTTON, 30% LINEN, NATURAL DYES. Make the text neat, even, sufficiently large, and in a simple sans-serif font.
Prompt: Create a realistic product photograph of fabric tags. Use the logo and watercolor flower I previously sent in the chat. Show a close-up of an olive-green sweater featuring two beige fabric tags, sewn side-by-side into the seam. On the first tag, place my handwritten logo, detag, small and closer to the top edge, and below it, the text «MADE FROM RECYCLED MATERIALS» in a simple grotesque font. Leave ample negative space between them. On the second, narrower tag, place the signature watercolor flower.
Prompt: Generate three long, vertical fabric banners. They should be made of natural beige fabric with a visible texture and soft folds. Add small, set typographic text in a grotesque font. Place the text in different sections of the banners so that it complements the visuals without overwhelming the composition. The banners should hang vertically on thin supports, spaced at various intervals. Maintain a minimalist aesthetic, ample negative space, and the natural texture of the fabric.
Merchandise
