Standard is a responsible fashion label concept built on four main areas of certification for fashion companies on a global scale. Standard collaborates with four credible partner certifications, Global Organic Textile Standard, Cradle to Cradle, OKEO-TEX and Fair Trade Textile Production, to create the standards that must be met in each area. Together, Standard's label stands out and celebrates responsible fashion brands and gives consumers the confidence to purchase legitimate responsible garments.
Standard's label, located on the inside and outside of the garment, is designed to be eye-catching in colour and language. This label is a visual representation of responsible fashion which provides legitimate credibility to the brand and confidence for the consumer in their responsible purchase decision.
In an effort to gain more exposure and provide valuable information about Standard, this info booklet (targeted towards the primary audience: fashion brands) not only creates a narrative for who and what Standard is, but a lifestyle attached to this once involved in the certification.
Other than the users coming in direct contact with the physical tag, connecting with this secondary audience on a digital level was very valuable. This brand video intends to relate with the consumers on a personal level while providing more information about Standard's areas of certification.