Organic Basics

Sustainable Apparel

Organic Basics

Sustainable Apparel

Organic Basics

Sustainable Apparel

The logo became the measurement

Every brand claims lower impact. Almost none of them show the number.

Organic Basics is a Danish apparel company built on lower-impact materials. Robert led digital design there in-house for three years, with the ecommerce platform as the main brief. A full redesign of how the products were shown and sold.

Footprint communication barely existed as a category then. Brands made the argument in paragraphs, on an about page, a long way from the product anyone was actually buying. Nothing on the product page put a number on the garment in front of you.

The existing mark was a single petal. Rotated eight times it became a flower, and the flower became a scale. A tank-top lit three petals. A hoodie lit more, each with its kilogram figure beside it. One mark, now doing measurement as well as identity, on every product card and every product page on the site.

Role: In-house work. Robert Toman, digital design lead at Organic Basics.

Organic Basics homepage with the Re-tights launch hero, and a hosiery collection row of two product cards below it

Underwater shot of a model in a blue bra and briefs, with a floating product card showing the set and its CO₂ footprint badge

Category grid of four bra and brief sets, each product card carrying its own CO₂ footprint badge in the top corner

Bralette starter pack with the Configure Pack panel open, three bras selected by colour and size at a fixed pack price

Lite Boxers 2-Pack product page, with colour swatches, size selector and the footprint badge beside the price

Mobile product page for the Lite Bralette

a lifestyle shot with the product's 2.39kg CO₂ badge overlaid

A Black Friday you could watch fill up

Customers have stopped believing the percentage-of-every-order promise.

Black Friday went to regenerative agriculture instead of discounting. A share of every order funded a cotton field in Turkey, planted with WWF, growing the material the clothes would later be made from.

Pledges like this normally end their life in a press release. The customer sends the money and never sees the field, which is why most people read the line and scroll past it.

So the campaign got its own microsite, wired to live Shopify order data. The field filled in on screen as the orders came in, a few minutes behind real time. The target was passed twice over. Designed and built in-house, which other brands noticed Several wrote in asking who had made it.