Tired Laundry
Brand direction and go-to-market strategy for an emerging lifestyle label with a cult following and no coherent visual identity. [REPLACE]
Overview
[REPLACE] Tired Laundry had grown organically through social channels and a loyal community, but the brand had never been formally designed — it had simply accumulated. Our task was to give shape to what already existed without alienating the audience that had built it.
The Approach
[REPLACE] We spent the first month listening more than designing. Community interviews, archive research, close reading of the existing visual language. What emerged was a brand DNA that was already coherent at the edges — it just needed a spine. We built one.
The Outcome
[REPLACE] The new brand system launched alongside a wider marketing campaign that doubled email subscriber growth in six weeks and generated three times the usual pre-order volume for the next product release.