Cloop’s mission is to reduce overall fashion consumption by keeping good fashion pieces circulated within the community and providing affordable and sustainable fashion options. With that in mind, FANTASTIC created a brand that reflects the purpose of the enterprise through a fun energetic made-up word and design. A shorthand for ‘closed/clothes loop’ the wordmark features an ambigram that can be read even when inverted – no matter which way up – it highlights the continuity and circular process of conscious fashion.

Through the use of colours and the graphic language of strings/threads, the linework serves to express the value and enhance the communication of the brand. This flexibility in usage allows the strings to be used in all situation from company reports to social media accounts.