Overview
Olive set out to prove sustainable fashion doesn’t have to look like a compromise. Before any visual work, the brand needed a position sharp enough to survive a crowded, skeptical market.
The approach
Strategy sprints with the founders defined the audience, the enemy (greenwashed fast fashion), and a voice that’s direct without being preachy. The positioning then drove naming, tone of voice, and the launch identity brief.
The result
Olive launched with a clear story press could repeat verbatim — and did. The positioning still holds three collections later, unchanged.