aGaiN: Brand Identity

Challenges aGaiN, an eco-friendly handbag and accessories line, needed a logo that would capture their environmentally and socially conscious mission. With products created out of repurposed materials, this startup company not only needed to brand itself but also deal with the challenge of defining green fashion—a budding industry at the time. Strategy MSLK proposed the tagline “from junk to funk,” which embodied aGaiN’s mission to transform repurposed and rescued materials (junk) into stylish practical accessories for the modern life (funk). Additional messaging was created through the typographic treatment of aGaiN; the use of upper and lower case letters transformed “again” into “a gain,” emphasizing the possibilities of creating something desirable out of unwanted materials. Design MSLK proposed the tagline “from junk to funk,” which embodied aGaiN’s mission to transform repurposed and rescued materials (junk) into stylish practical accessories for the modern life (funk). Additional messaging was created through the typographic treatment of aGaiN; the use of upper and lower case letters transformed “again” into “a gain,” emphasizing the possibilities of creating something desirable out of unwanted materials. Success MSLK’s design solutions for aGaiN have been featured in Dynamic Graphics and established Allison Teich, founder of aGaiN, as a forerunner in the eco-fashion industry. With strong branding as a backbone, aGaiN led to the launch of other business ventures such as TEICH, a luxury handbag line also employing sustainable design solutions.