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[03]Clothing · Concept· 2022

WaveWear

A speculative apparel identity built around climate responsive clothing: garments that adapt to temperature through biomaterials and adaptive microfibres. WaveWear understands the climate.

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WaveWear looping motion study
Client
WaveWear concept
Industry
Speculative apparel
Year
2022
Services
Concept · Identity · Art direction
Role
Concept and Brand Design

[01]Overview

About the project.

An identity for apparel that reacts to temperature, speculative, but grounded in a clear visual logic.

01Temperature reactive garment
02Phototropic biofiber concept
03Product, packaging and campaign system
01 / Material behaviour

A fabric system that responds.

A garment that reacts to temperature: the knit closes for coverage when it’s cold, opens for airflow when it’s warm.

This is a speculative textile concept, shown through product, material and brand language.

Fabric state
  • Closed structure
  • More coverage
  • Heat retention
Cold Hot
02 / Product world

Designed as something wearable.

WaveWear needed to feel like a real garment system, not only a logo concept. The product world shows how the identity could live across shirts, fabric details, tags and packaging.

WaveWear black shirt worn by a model
Black technical variant, designed to feel sharper, more performance driven and more premium.
WaveWear folded seafoam shirt with aqua wave tag
Main seafoam product direction, built around softness, breathability and climate responsive wear.
WaveWear black shirt flat catalogue view
Catalogue view showing the black shirt, white logo placement and technical fabric panel.
WaveWear folded seafoam shirt with WaveWear tag and knit texture
Folded product detail with WaveWear tag, knit texture and internal garment branding.
03 / Identity system

A mark with motion.

The identity was rebuilt around a cleaner, more confident wordmark designed to feel closer to fashion, material science and climate technology.

02

Colour palette

Deep Ocean#005377Logo, headlines, campaign typography
Vitalidad Marina#2A9D8FAccent, icons, active system elements
Brisa Marina#ACE2E1Garment tone, soft backgrounds
Arena Cálida#E9D8A6Warm neutral, packaging, subtle contrast
Neutro Puro#EEEEEEBackgrounds, spacing, clean surfaces

The palette combines technical depth with soft marine light. Deep Ocean anchors the identity, while seafoam and neutral tones create a breathable visual world connected to water, fabric and sustainability.

03

Typography

Aa Display type · headlines Body type and hierarchy

Typography balances clarity and softness, giving WaveWear a premium campaign voice while keeping product information readable.

04

Product labels and icons

BreathableAdaptiveWashableMade in EuropeMaterial focused

The icon and label system translates the product story into quick visual cues: breathable, adaptive, washable, made in Europe and material focused.

04 / Packaging & print

The pattern does the heavy lifting.

A cell pattern drawn from the knit structure, printed edge to edge. It identifies the brand without a logo needing to be large, and it scales from a business card to an envelope.

The black WaveWear shirt folded inside a translucent frosted pouch, the wordmark and tagline printed above a seafoam cell pattern that fills the lower half
The pouch is the packaging and the storage bag — frosted enough to show the garment, printed enough to identify it.
A soft seafoam fabric pouch printed edge to edge with the cell pattern, a small woven label at the lower right carrying the wordmark and three care icons
Fabric version — care icons on a woven label.
WaveWear hangtag front and back: the logo on the seafoam cell pattern, and an icon set for day-to-night wear, machine washable, made in Europe, thermal regulation, biodegradable materials and breathable fabric
Six material claims, readable in two seconds.
WaveWear envelope printed edge to edge in the seafoam cell pattern with the return address in deep teal
The pattern as a full-bleed field.
WaveWear stationery suite: brandbook cover, letterhead, envelope, compliment card and business cards, all carrying the seafoam cell pattern
One pattern, one blue, across every printed surface.
05 / Art direction

A world for the brand.

The campaign direction turns the material idea into a public visual language. Biological illustrations, marine tones and clean outdoor layouts help WaveWear feel calm, technical and environmentally aware.

WaveWear OOH poster with lungs graphic
OOH poster system using biological forms to express sustainability from within.
WaveWear OOH poster with heart graphic
Street level campaign touchpoint focused on the emotional and biological side of the concept.
WaveWear horizontal billboard with DNA graphic and campaign text
Large format campaign layout combining product message, icon system and biological linework.

[06]Next project

Continue with another brand world.

Move from WaveWear's climate responsive apparel system into the next project in the portfolio.

Havenn Clothing · Brand World · 2025 Sleepwear brand concept built around shelter, calm and quiet confidence.
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