bluesign is a Swiss-based global reference transforming the textile industry by embedding sustainability at the very core of production processes. Through a rigorous system of certification and support, it eliminates harmful substances, reduces environmental impact, and ensures safer products for workers, brands, and consumers. bluesign embodies a holistic, rigorous, and visionary approach to responsible textile production.

To support bluesign in the strategic redefinition of its brand identity, shifting its perception from a primarily technical authority to a more human, emotional, and accessible brand—without ever compromising its scientific credibility. The challenge was to create an identity capable of speaking simultaneously to brands, manufacturers, and end consumers, while supporting bluesign’s ambition to strengthen its B2C presence and reaffirm its role as a reference for a more responsible textile industry.

We designed a new brand identity conceived as a strategic system, capable of expressing both the scientific rigor and the human dimension of bluesign. The work focused on the creation of a new logo and a strong, coherent, and scalable visual language, designed to adapt to the complexity of the bluesign ecosystem. A structured brand system was also developed to clearly organize bluesign’s sub-offers and services, reinforcing overall clarity and the brand’s ability to address multiple audiences. At the heart of the identity, a Key Visual concept brings together natural landscapes and textile textures, integrated into the landscapes as a visual continuation. This approach creates an immediate connection between nature and bluesign’s mission, while offering unlimited creative expansion potential and a strong, distinctive brand marker. The identity was then rolled out across all touchpoints, digital and print, to ensure a coherent, recognizable, and lasting brand experience.