Loom & Leaf
Loom & Leaf is a fictional clothing brand I developed with a focus on inclusivity and conscious design. Dedicated to offering timeless, high-quality apparel, the brand harmonizes nature and craftsmanship through sustainable practices and ethical production. Rooted in values of sustainability, ethical sourcing, and mindful consumerism, Loom & Leaf creates stylish, versatile pieces made from eco-friendly materials such as organic cotton, hemp, and bamboo ensuring minimal environmental impact throughout the production process.
With a clean, minimalist aesthetic, the brand caters to individuals who value both fashion and function without compromising the well-being of the planet. The design process included building a comprehensive brand strategy, mood board, style guide, packaging design, and a landing page prototype using Adobe XD. The outcome reflects a serene, understated visual identity—quiet luxury that blends elegance with accessibility, embodying Loom & Leaf’s mission to create clothing that feels as good as it looks, made with care for both the wearer and the Earth.
Style Guide: https://issuu.com/northislandcollegecapstone/docs/loom_leaf_style_guide
Process
Mood Board
Loom & Leaf is a sustainable clothing brand that embraces the beauty of simplicity, creating a serene and timeless aesthetic. The brand’s visual identity is rooted in minimalism, where every design element is thoughtfully chosen to evoke elegance and sophistication.
The colour palette reflects the natural world, with soft earthy tones of green, brown, and beige, each hue carefully selected to represent the brand’s commitment to sustainability and its connection to nature. These subtle shades create a calm and organic atmosphere, reinforcing the brand’s dedication to eco-friendly practices. The name Loom & Leaf itself speaks to the artistry of weaving and the nurturing essence of nature, further emphasized using natural, understated colours throughout the collection.
Typography is clean and refined, with simple, yet luxurious fonts that elevate the overall feel of the brand, offering a sense of premium quality and quiet elegance. Imagery is carefully curated to complement this refined aesthetic, with photographs featuring minimal, yet beautifully crafted garments in soft lighting that highlights their quality and texture.
The visuals often showcase natural environments, hinting at the sustainable origins of the fabrics and the conscious craftsmanship behind each piece.
The overall effect of Loom & Leaf looks, and feel is one of quiet luxury where every detail is in harmony, offering a collection that is as stylish as it is thoughtful, and as refined as it is responsible. This is a brand that is both a celebration of nature and a commitment to a better, more sustainable future.
Branding
The branding for Loom & Leaf is a cohesive reflection of the brand’s core values sustainability, minimalism, and a deep connection to nature.
At the heart of the visual identity is a refined logo featuring clean cursive typography that evokes elegance and simplicity, paired with a delicate leaf illustration that symbolizes the brand’s eco-conscious ethos. The restrained color palette, composed of soft, earthy tones, enhances the minimalist appeal and ensures versatility across various branding materials. Imagery plays a vital role in reinforcing this identity, with a preference for natural landscapes, organic textures like linen and raw cotton, soft lighting, and clean compositions that exude calm and authenticity. The brand intentionally avoids bold, vibrant colors, heavy edits, or cluttered visuals, maintaining a visual language rooted in subtlety and harmony.
The style guide for Loom & Leaf emphasizes these principles, advocating for timeless design elements neutral tones, clean typography, and natural imagery that support the brand’s mission of offering stylish, sustainable fashion without compromising its connection to the Earth.
Social Media Advert
To build momentum around the product launch, I designed a series of social media ads that spotlight the sustainable fabrics used in Loom & Leaf’s clothing. Each post pairs bold, eye-catching visuals with purposeful brand messaging to draw attention and communicate the brand’s eco-conscious values. The content is crafted to not only inform but inspire, with clear calls-to-action that invite users to engage with the brand—whether by exploring the collection, learning about the materials, or discovering Loom & Leaf’s commitment to sustainability.
Landing Page
View the whole landing page: LOOM & LEAF Landing Page
As part of the brand development for Loom & Leaf, I designed a minimalist, user-friendly landing page that reflects the brand’s sustainable and elegant identity. The layout emphasizes clean design, soft neutral tones, and intuitive navigation, showcasing key brand elements such as featured products, fabric information, and the brand’s mission. Thoughtful use of imagery, typography, and white space helps convey a sense of calm and sophistication, while strategic call-to-action buttons guide users to explore the collection and learn more about Loom & Leaf’s commitment to eco-conscious fashion.
Social Media Posts & Hoarding
Takeaway
Throughout the Loom & Leaf project, I learned the importance of balancing creativity with intentional strategy. It wasn’t just about creating visually appealing designs—it was about crafting a cohesive story, building an emotional connection with the audience, and designing with a purpose rooted in sustainability and authenticity. This experience deepened my confidence in tools like Adobe XD, Illustrator, Photoshop, and Canva, as I refined my ideas through feedback and iteration. Most importantly, it affirmed my passion for visual storytelling and gave me a clearer sense of direction toward the kind of meaningful, purpose-driven design work I want to pursue moving forward.
