What.
Imbue is a natural dye brand dedicated to inspiring creativity and reviving the art of natural dyeing. We aim to establish a hub for natural dye materials, products, education, and workshops, fostering a community passionate about sustainable crafting.
Design thinking.
The branding identity is inspired by the concept of 'imbue,' capturing the feelings and actions of absorption, saturation, and submersion. Texturally and aesthetically, watercolour is used to symbolise these concepts and is implemented in the logo, patterns, packaging and promotional material. The brand mark is created with earthy tones, evoking the natural qualities of raw dye, which the brands colour palette then takes inspiration from. Organic misshapen forms are also used within the visual identity as they represent the odd shapes dye can make when absorbed into a material.
The store design creates a physical space that brings the art of natural dye to life through engaging and creative experiences. By opening up the back-of-house area and placing the workshop on a lower level, customers can gain a deeper understanding of the natural dye process as they observe it in action. Furthermore, the drying racks will display in-process artworks and the dye display table will provide educational information on natural dye matter and how to use it.
Imbue creates a welcoming space for collaboration and learning that fosters a supportive community of artists and crafters. Situating Imbue as a hub for natural dye education, experimentation and inspiration.
Software: Illustrator, InDesign, Photoshop
