White & B - Brand Identity

White&B is a forward-thinking sustainable fashion basics start-up founded by two visionary female entrepreneurs. Built on principles of simplicity, quality, and responsibility, the brand offers timeless essentials designed with a modern, eco-conscious mindset. From versatile tops and classic tees to everyday staples, White&B is dedicated to creating fashion that is both stylish and sustainable.

As Design In Situ, we were proud to shape the sustainable fashion brand identity for White&B—capturing the essence of eco-friendly fashion through a minimal, elegant, and versatile design system. Our approach was rooted in clarity and longevity, ensuring that the brand’s visual world communicates its values of ethical production, clean aesthetics, and female-led empowerment. The result is a cohesive identity that speaks directly to conscious consumers who value style with purpose.

Our design direction focused on a clean, refined aesthetic. We selected a muted color palette, reflecting natural tones and a sense of calm—perfectly aligned with the brand’s sustainable fashion philosophy. Typography is sophisticated yet understated, creating a sense of quiet confidence without unnecessary embellishment. Subtle graphic elements were used to add a touch of elegance while maintaining a minimalist look.

Beyond the core visual identity, we developed a complete sustainable fashion branding system for White&B. This includes packaging designs with eco-friendly materials, social media templates that maintain brand consistency, digital assets for the website, and a scalable layout for future retail touchpoints. Each element was carefully crafted to reflect the brand’s commitment to sustainability without sacrificing style.

Our work with White&B demonstrates how sustainable fashion can be both elegant and responsible. The brand’s visual identity seamlessly adapts across all platforms, from digital marketing to physical products, providing a consistent and impactful presence. Whether communicating through social media, packaging, or e-commerce, White&B’s sustainable fashion brand identity always maintains its focus on quality, simplicity, and responsibility.