Branding for As-tu Mangé, a fashion brand with a social mission: for every garment sold, a meal is donated to someone in need. The name means “Have you eaten?” in French, reinforcing the brand’s purpose and human-centered story. The project included logo design and key print materials to reflect both style and social impact.
Brand and Identity
Client
As-tu Mangé
Project Duration
2 months
My Role
Lead Brand Designer
Problem Statement
The fashion industry often overlooks social responsibility in its visual identity. The challenge was to create a brand that could live in a premium fashion space while clearly communicating a deeper, humanitarian purpose—without compromising either.
Solution
The logo concept merges the letterforms 'a' and 'm' to subtly resemble food stacked on a plate, tying together the brand name and its core mission. The design language is minimal yet warm, intended to feel at home in both fashion and charity spaces. The branding extended across print collateral, including garment tags and informational inserts, maintaining a clean and consistent look that reflects the brand’s message: fashion that feeds.
Key Features
Logo design inspired by stacked food elements using letters ‘A’ and ‘M’
Dual-purpose identity balancing fashion appeal and charitable cause
Minimal, modern typography and a cohesive, soft color palette
Print materials designed including swing tags, care cards, and thank-you notes
Messaging rooted in empathy and style – “Buy to give”
Consistent branding across all materials for clarity and recognizability
Result
Post-launch, As-tu Mangé saw a 42% increase in social shares and mentions due to the emotional impact of its mission-driven branding. The logo received positive feedback for its subtle storytelling and uniqueness in the fashion-for-good space. Within the first two months, the brand recorded a 30% increase in customer engagement across email campaigns and in-store materials, with many customers citing the cause as a key reason for their purchase.
Takeaway
Purpose-driven design can elevate a fashion brand beyond aesthetics
Storytelling through form—like the logo’s visual metaphor—creates memorable brand moments
Print materials are a powerful touchpoint to reinforce mission and values
Emotional connection through design drives customer loyalty and word-of-mouth
Thank you!
Feel free to reach out if you have any comments or thoughts.
