OverLab Brand Renewal
Brand Design
EARTH is a creative studio that builds healthy brands by transforming purpose into stakeholder experiences. We rebranded OverLab, a small fashion brand of five members who upcycle materials from expired paragliding equipment to create bags and clothing. OverLab wanted to share the stories of these discarded materials and their users through their products. We expressed this message with the slogan “Real Newness in You” and shared it with stakeholders through content experiences, leading to a 20% increase in average price resistance for the same products after rebranding.
Client / ManufacturerDesign
Overlab
Seoul, KRFij studio
Seoul, KREARTH
Seoul, KRJo jinhyun, Kang seohyung, Lee hyejin, Hong jinhee, Yoon jinkyung, Choi seongminVerde Company
Seoul, KRPark seungmi, Jeong miran, Choi sooyeonDate of Launch
2024
Development Time
up to 12 Month
Target Regions
Africa, Asia, Australia / Oceania, Europe, North America, South America
Target Groups
Consumers / Users, Trade / Industry