MAYA ECO with Two Times Elliott, 2020

Market Positioning, Tone of Voice, Brand Identity, Design, Art Direction, Production 

Maya is a Kuwait-based, eco-friendly online store featuring a collection of products and essentials for your everyday life journey. Maya is an advocate for slow fashion, developing meaningful relationships with real people, and treating earthly resources with respect and patience.
Each collection is sustainable and practical, and is always characterized by pure organic cotton, minimal designs, and a sense of style. Originally a womenswear brand, with the view to expand to Europe Maya approached Two Times Elliott for a rebrand that would give them longevity. The rebrand was conducted and strategically placed to better cater to the spaces of menswear, kidswear and homewares. 
Their factory works closely with local people, training them alongside highly skilled pattern cutters and sewing machinists while paying them a fair living wage.They are provided with hands-on experience in their facilities, and employment opportunities to ensure stable incomes for them and their families.
The concept developed for Maya is centred around the idea of 'transparency through numbers'. For this reason, our brand identity hinges off a system that allows Maya to pinpoint exactly how their process works. The way we have interpreted this system is to create a grid of 120 points. 120, remarkably, is the average number of days Maya takes to produce a season of clothing, from the start of production to launch, echoing the average number of days it takes to grow cotton from seed to harvest.
Maya's customers are driven by both environmental and humans rights principles and processes. By using this grid of 120 points we can use this system to highlight days and details of significance in Maya’s process – this allows us to be radically transparent with the purchasers and give complete visibility over the process. The 120 day system works to pull out key days within the process of creating the garment in the factory and harvesting the material on the farm.
The identity aims to give the sustainable and ethical brand credentials equal weight and presence within the brand narrative. A varied palette of typographic motifs were developed in order to have templated methods of talking about Maya’s process.
The brand mark was developed to speak to the ‘human touch’ Maya’s garments offer. Representative of a hand stitch, the brand mark comes to life through production techniques such as an emboss on printed collateral, and most notably, in the buttons attached to the garments. Similarly, the stencil nature of the bespoke wordmark connects to both the mark and the feeling of being sewn.

STRATEGY / MARKET POSITIONING
   Dani Sampson

TONE OF VOICE / BRAND IDENTITY / DESIGN / ASSET PHOTOGRAPHY
   Jennifer Whitworth

COPYWRITING
   Camilla Flora