Blue Soul

Blue Soul is a sustainable footwear brand made from salvaged ocean plastic. The brand speaks as the ocean itself, creating a personal, urgent dialogue that builds trust and emotional connection.

Visual Identity & Sustainable Campaign

Illustrator

Photoshop

Cyanotype

University Project (Industry Project)
Year: 2023
Focus: Sustainable Fashion, Footwear and Circular Design

University Project (Industry Project)
Year: 2023
Focus: Sustainable Fashion, Footwear and Circular Design

Problem

Problem

Ocean plastic pollution is widely recognised, yet many sustainable footwear brands remain inaccessible due to high price points and unclear ethical claims.

Ocean plastic pollution is widely recognised, yet many sustainable footwear brands remain inaccessible due to high price points and unclear ethical claims.

Goal

Goal

Create a credible and attainable ethical brand that communicates material honesty clearly, avoids greenwashing, and remains accessible.

Create a credible and attainable ethical brand that communicates material honesty clearly, avoids greenwashing, and remains accessible.

Design Thinking

Design Thinking

The design thinking for Blue Soul follows a physical-to-digital process that reflects the brand’s mission of transforming ocean plastic into footwear. The project begins with analog cyanotype prints, capturing organic water textures and bubble patterns that feel connected to the marine environment. The logo then develops from rough, coral-like hand sketches into refined digital forms, linking raw materials with finished production. This approach builds a visual story where deep blue tones and subtle handmade details reinforce the brand’s honesty and connection to the ocean.

The design thinking for Blue Soul follows a physical-to-digital process that reflects the brand’s mission of transforming ocean plastic into footwear. The project begins with analog cyanotype prints, capturing organic water textures and bubble patterns that feel connected to the marine environment. The logo then develops from rough, coral-like hand sketches into refined digital forms, linking raw materials with finished production. This approach builds a visual story where deep blue tones and subtle handmade details reinforce the brand’s honesty and connection to the ocean.

Result

Result

Blue Soul demonstrates how storytelling, transparency and thoughtful design can build trust in sustainable products. The project shows that combining emotional narrative with clear, accessible positioning creates a brand that feels responsible and relatable.

Blue Soul demonstrates how storytelling, transparency and thoughtful design can build trust in sustainable products. The project shows that combining emotional narrative with clear, accessible positioning creates a brand that feels responsible and relatable.

The website extends Blue Soul’s story online, showcasing the footwear and the brand’s mission. It reflects the visual identity through cyanotype-inspired textures, a typewriter font, and a deep blue and orange palette, keeping the ocean’s presence central.

The website extends Blue Soul’s story online, showcasing the footwear and the brand’s mission. It reflects the visual identity through cyanotype-inspired textures, a typewriter font, and a deep blue and orange palette, keeping the ocean’s presence central.

Merchandise, including shoe tags and boxes, carries the same visual language, reinforcing that each product is genuinely made from salvaged ocean plastic.

Merchandise, including shoe tags and boxes, carries the same visual language, reinforcing that each product is genuinely made from salvaged ocean plastic.