Again

Challenge

Again, an eco-friendly handbag and accessories line needed to establish their brand and connect consumers with their unique products created out of repurposed materials. The challenge was to not only brand the startup company itself but also simultaneously define green fashion - a budding industry at the time.

Strategy

MSLK proposed the tagline “from junk to funk,” which embodied Again’s mission to transform repurposed and rescued materials (junk) into stylish practical accessories for the modern life (funk). This was then paired with a unique naming system that would playfully highlight the repurposed content of each product and support the new brand identity. To accommodate this naming system we further strategized a cost-effective on-demand production process for brand materials.

Design

A logo capturing the line’s eclectic personality was created into a rubber stamp. This allowed the limited edition products like the “tied up in knots” yoga bag and belt “buckle bag” to have their individual, customized product hangtags. The new brand was then brought online with a tactile interface that showcased the unique collection of repurposed fabrics used to create the products.

Success

MSLK’s design solutions for Again have been recognized in Dynamic Graphics and established Allison Teich, founder of Again, as a forerunner in the eco-fashion industry. With strong branding as a backbone, Again led to the launch of other business ventures such as TEICH, a luxury handbag line also employing sustainable design solutions.