Thought label rebrands with even deeper sustainability focus

By

Sandra Halliday

Published
Apr 7, 2022

Sustainable fashion and lifestyle label Thought unveiled a new brand identity on Thursday with a “refreshed colour palette, confident mission statement, updated look, feel and tone of voice”. It has also launched a new website.

The new branding is designed to communicate its purpose of "helping people discover the joy of living more thoughtfully”. 

It says that it has a genuine desire to help people discover the benefits of living sustainably, along with “providing a platform where considered decision-making is not only easy but feels great whilst doing it – because when doing good feels good, that’s when positive change happens”.

So what does that mean in practice? Thought is relaunching with a “refined brand logo and an uplifting new colour palette of coral, blue, yellow and green”. Hand-painted illustrations have been commissioned for packaging – “all of which is designed to be re-used and re-purposed by customers”. 

Its care labels will also offer additional information on the production and origins of each item of clothing, and hangtags will feature QR codes for still more info.

Co-founder Rachel Kelly said: “What feels very special is that we really can speak our truth authentically. Greenwashing is a huge problem in our industry, but our business has been built around a sustainable ethic – it is fundamentally who we are. We started by making environmentally and socially responsible choices in our garment production and our fabric sourcing, and that is what we continue to do, whilst evolving to stay ahead of the curve. 

“We can call ourselves a sustainable fashion and lifestyle business with confidence, and now communicate that in a dialogue that is genuine, understandable and heartfelt.”