Brand Identity
Social Media Strategy
App Design
UI/UX
Blue Soul is a sustainable footwear brand concept that transforms ocean plastic into accessible, everyday products. Rooted in transparency and material honesty, the brand avoids greenwashing by clearly communicating its process and purpose through thoughtful, story-led design.
Year
2023
Project
University Brief
Industry
Environmental Sustainability and Behavioural Design
Role
Brand Designer
Brief
Create an ethical and accessible footwear brand made from ocean plastic that clearly communicates material honesty, avoids greenwashing, and builds trust through transparent storytelling and design.
Problem
While ocean plastic pollution is widely recognised, many sustainable footwear brands are priced beyond accessibility or rely on unclear ethical claims. This creates a gap between environmental intention and genuine, trustworthy consumer understanding.
Exploration
The design process follows a physical-to-digital approach, beginning with cyanotype prints that capture oceanic textures and organic water patterns. Hand-drawn coral-like logo studies evolve into refined digital systems, visually linking raw material transformation to finished product. A deep blue and orange palette, combined with tactile typography and cyanotype-inspired textures, reinforces authenticity across both digital and physical touchpoints.
Final
Blue Soul delivers a transparent and emotionally grounded brand identity that connects storytelling with material truth. The website extends the narrative through textured visuals and a clear presentation of the product journey, while packaging and merchandise—such as shoe tags and boxes—reinforce the use of reclaimed ocean plastic. Together, the system builds a credible, accessible, and visually cohesive sustainable footwear brand.
