Continental Clothing Co.™

The faces behind the fashion

Name: Function & Form
Price range: $$$

Continental Clothing Co. is a long-standing advocate for safe and fair conditions for clothing manufacturers. It's why they created Made Fair, an initiative to connect the businesses and customers purchasing the garments with the people who made them.

Thanks to a previous successful partnership to overhaul their brand and website, they approached Function & Form again to work on the next phase in their plans — a mobile app tracking every garment's journey from fabric to fashion. Thanks to a QR code on each t-shirt, socially conscious consumers can now scan to learn more about the people behind their clothes.

Client

Continental Clothing Co.™

Project link

www.madefair.org/cor19

Year

2021

Location

London, United Kingdom

Services

Web Design / Web Development / Branding / User Experience

The brand

Continental Clothing Co. intentionally kept any mention of their involvement to a minimum to prevent the project from feeling like a marketing ploy. Made Fair isn't a charitable initiative, but we wanted its responsible, socially conscious ethos to anchor the content and create a feeling of trust with each consumer.

Bespoke illustrated icons and logotype

The site is intentionally text-heavy, as people have arrived there because they're interested and want to learn more. So to counterbalance too much minimalism, we opted for highly-detailed, bespoke icons and an illustrated logotype that romanticises the story behind its purpose.

Madefair graphics — Iconography and Made Fair logotype

Real people

We wanted to make sure the depictions of these people were natural and transparent. So we helped direct a photoshoot of all the staff, carried out by a local photographer in Bangladesh.

The app

Most users land on a specific product story via a QR code on their garments label. Others, enter their product code manually. But no matter what route they chose, we were always confident the majority would be on a mobile device. So we made mobile devices our priority, gracefully scaling up to desktop-sized screens.

Desktop came second to mobile orientation

The labels

Each product variant has a QR code on its label, taking the consumer to a unique experience on the site. As these clothes are wholesale, it was important that these labels do not conflict with the resellers own brand which they'll likely label the garment with themselves. So we kept them relatively brandless.

Try it out yourself by scanning the QR code with your smartphone.

A brighter path to better organisational wellbeing

Next Case Study

Continental Clothing Co.™

The faces behind the fashion

Client

Project link

Year

Location

Services

The brand

Bespoke illustrated icons and logotype

Real people

The app

The labels

Positive Group™

A brighter path to better organisational wellbeing

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