Endless Wardrobe is an e-commerce platform offering consumers the opportunity to shop for the same clothes three ways: renting, buying new, or nearly-new. Disrupting the disposable fashion industry by giving users more choice when it comes to getting the right look, Endless Wardrobe are a sustainable brand finding ways to make engaging with fashion a considered, smarter choice. The Sēon team found new ways to capture the theme of sustainability through sophisticated, minimal design elements.

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The new word mark is constructed using a single line, drawing the eye into the swirling infinity loop that forms the ‘e’ at the beginning of the word mark, flowing through the letters seamlessly before lifting into an ongoing line. This line was developed to suggest a potentially limitless thread - reflecting the sustainable nature of the brand's offering.

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At smaller scales, the logo is designed to reduce to a monogram consisting of the looping ‘e’ and the extending continuation lines on either side, providing a signature for use on labels, packaging and other printed collateral where space is at a premium.

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Sēon introduced an understated sans serif, scaled down dramatically and centred beneath the word mark to balance the elegance of the hand-written script and maintain a contemporary feel.

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In addition to the logo, Sēon provided guidance on Endless Wardrobe’s social media presence, offering advice on the style of photography that the brand should use for promotional posts.