New Leaf

Louise and Anna are both keen fashionistas. They decided to turn over a new leaf after reassessing their relationship with fast-fashion. They soon become addicted to seeking out amazing vintage & pre-loved items and New Leaf was born. Like all start-ups they had a tiny budget but big dreams. We knew that we needed to create an identity that punched above its weight, one that oozes high fashion, an eco-conscious mission and doesn’t add yet another ‘leaf logo’ to the pile. Our solution to this challenge was based on a simple premise - from the scattered seed, the New Leaf grows.

The result is an iconic identity that will grow with their business. As they begin to realise their dream of shifting from retail into the ethical manufacturing of clothing, so the mark will hold its own in both sectors - a hip retail brand and a trusted fashion label.

What we did

Brand Identity
Brand Positioning
Tone of Voice

“We absolutely loved working with xforwhy. They took the time to get to know us and what we wanted for our brand. Their continued support after launch has been fantastic and the end result was better than we could ever have imagined!”

Louise King

Co-Founder, New Leaf

Work with us.

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