Agency: Beton Design Agency
Design Directors: Sandro Dujmenović, Marko Mlinarić
Account Director: Sanja Nikolić
Copywriting: Nikola Zmajević
Project Type: Produced
Product Launch Location: Europe
Packaging Contents: Organic silk garments
Packaging Substrate / Materials: Wrapping paper, cardboard box, plastic bag
Printing Process: Digital printing, offset printing
In words of the client Monika Zubović — “Seadro, as a brand, was created for very personal reasons and a need to spread consciousness of problems that go way beyond just one person, so the story of Seadro is not just mine. Led by a strong nostalgia, Seadro represents a collection of memories of joy and sorrow, love and passion, determination and fear, and of all the people I have met throughout my life that left a mark in it. They are all a part of me and a part of this story. They make me the person I am and the person I will be, and this collection (and the brand itself) is my thank you for all the memories, experiences, growth, discovering and celebrating differences, and for never-ending source of inspiration.“
Seadro is a fashion brand created as a personal response to persistent problems of fashion industry — hyperconsumerism, instant shopping, throwaway culture and fast replacement, aggressive fashion marketing, the tyranny of ego, constant growth in the quantity of produced clothes, undervalued quality, work, effort and time of everybody involved in the process of production. Each of these problems comes with consequences for the planet and society such as the problem of textile waste, low-quality materials, the usage of toxic chemicals, inhumane and dangerous working conditions for textile workers, dangerous living conditions in the vicinity of factories, water pollution and drainage, food contamination, destruction of forests and biodiversity loss, etc. The next prerequisite for creating Seadro was establishing complete control over production process of the clothes through cooperation with partners whose businesses are built on the same ethic grounds. Complete insight in the production of materials (fabrics and all additional elements) — from raw material to its final form: the processes it has undergone, raw materials used in the production, chemicals used, suppliers involved in manufacturing, impact on the environment and local areas where the raw materials are processed and the final performances of the materials — enables control over supply chain and eliminates ethical and ecological irregularities that appear during the production process and are impossible to trace back in the traditional process. Only natural fibres were used to produce the garments of the first collection, that is 100% organic silk whose whole life cycle and impact can be traced back — before and after the usage.
Visual identity of Seadro is based on shadows, their manifestation and possibilities that playing with shadows brings. There is no single logotype or treatment and positioning of a shadow. The goal is to create a visual in which elements of the identity function as one with other, additional layers. The first visualisation of shadows draws upon the idea of light and shadows that break on the surface of waves. The impression can be subtle or excessive, depending on the context. Shadows go beyond typography, while possibilities are limitless in photography, depending on the theme. In print, paper and production materials take on textures of the Mediterranean and surfaces on which all those real life shadows break. Creative direction of the campaign is a continuation of the brand’s visual identity, where all tricks and interventions become a part of the story, creating classic silhouettes through distorted images.
The collection “Shadows are imagination of reality“ explores the relations between shapes and textures and the usage of various techniques of manipulation to capture the true essence of fabric. Silk is used as a tool to transform memories and reminiscences of the time spent at the Adriatic sea into garments that question and segment a visceral likeness between the silk and the sea — the glowing, billowy, undulating lines and shapes of translucent and lustrous surfaces that constitute both phenomena. Drawing upon the connection between energy and matter, ideology and form, personality and expression, the collection reinvents classic silhouettes and brings an effortless elegance in the shape of timeless and seasonless designs that are nostalgic yet forward-looking, providing a vessel for femininity that explores, interprets and enjoys itself.