Branding, Packaging, Illustration Design

One For Blue

The client

One For Blue is an apparel brand that makes clothing with recycled fibers and fabrics to address human impact on the planet. They are developing a range of products to help achieve their target of Zero-Waste manufacturing by 2025. Their products are United Nations’ Sustainable Development Goals (SDGs) nos 12 compliant. The brand supports material research to explore new and improved ways of addressing the planet's trash generation and managing waste. They also aid in conservation of endangered species through awareness and enabling with grass-root conservation research.

Define was asked to create a distinct brand identity for One For Blue. The goal was to capture their passion for conservation, as well as strive to be an aspirational apparel brand. This identity was to be translated into an icon logo, visual design system as well as packaging for the brand. Their visual storytelling was to paint a vivid picture of a life well-lived, one that is in harmony with nature and driven by conscious choices. It's an aspiration to live authentically and make a positive impact on the world.
Defining the Brand
With an emphasis on quality and versatility, One For Blue’s pieces are more than just clothing; they're statements of intention. With this in mind, we developed an identity system that marries sustainability and aspiration. One For Blue's apparel isn't just about looking good; it's about feeling good in your own skin and knowing that your choices make a difference. It's a reminder that aspiration doesn't have to come at the cost of our planet.
Brand Attributes






The One For Blue logo is a visual representation of the profound interconnectedness and harmony within our ecosystem, encompassing the realms of flora, fauna, human influence, and the vast expanse of our blue planet. It embodies the idea that every action, no matter how small, has a ripple effect on the entire ecosystem. The shield mnemonic captures the essence of unity and interconnectedness among all elements of our ecosystem, reminding us of our collective responsibility to protect and nurture the delicate balance of life on our precious blue planet.

The visual system of One For Blue is a harmonious blend of sustainability, aspiration, and a commitment to positive change. It reflects the brand's core values and communicates its mission in a visually compelling way. Reflective of the brand's commitment to sustainability and the environment, ocean blues dominate the colour palette, symbolising purity and depth.The illustrated icons representing flora and fauna in the One For Blue visual system are intricately designed elements that enrich the brand's identity with a connection to nature. These subtle yet impactful icons convey the brand's commitment to environmental preservation and the celebration of biodiversity.

Define Design & Strategy embarked on a transformative journey with One For Blue, weaving a cohesive brand narrative from strategy to visual harmony. Immersed in One For Blue's mission, the Define team meticulously defined the brand essence, competitive edge, and key messaging. The visual identity emerged as a symphony of ocean blues harmonised with a stylised logo and subtle flora-fauna icons. Iterative feedback loops ensured alignment, culminating in an engaging brand launch. Comprehensive guidelines now echo One For Blue's commitment across all touch-points, marking a collaborative journey towards a sustainable, aspirational future. Define Design & Strategy's work for One For Blue stands as a testament to the power of a holistic approach — from understanding the brand's ethos to translating it into a visual language that not only reflects sustainability but also inspires a positive change in the world. The collaboration encapsulates the essence of One For Blue's commitment to a more sustainable and aspirational future.

Let's work
together !
And create some impact!