Why do the terms “fair & eco” oftentimes contradict “modern & desirable”? For us, this wasn’t a question, but a challenge. How do you transform and elevate a brand? Armedangels, a german sustainable fashion brand, approached The Gaabs wanting to change their overall visual language and product. Starting with reworking the graphic design and putting in continuous work on their ecom and campaign imagery over the last two years, The Gaabs created a coherent and aspirational overall appearance for the brand. As we elevated the look and feel it became clear the product needs elevation too. So since we re-defined the Armedangels look and developed a product strategy to transform the brand from eco niche to a global fashion player.

Given the timing and analysis of the brand’s needs during its re-positioning, it was essential to prioritize focus areas. The first key focus was elevating product communication by redefining the look of the e-commerce imagery, ensuring that the visuals aligned with Armedangels’ new, more sophisticated positioning while maintaining its sustainability-driven message.

Armedangels uses clean, fresh lighting to highlight products while adding variety with a unique editorial-style image that shows the model in a different setting or angle. This approach enhances the customer experience by making the imagery more dynamic and inspiring, while also being a cost-effective way to incorporate editorial visuals into the e-commerce platform.

An exclusive Armedangels styling approach has been carefully developed to reflect the aspirations of the new conscious middle class and preppy strivers target audience. This approach is playful yet sophisticated, blending experimentation with a polished edge. It emphasizes versatility through thoughtful layering and trend-aware combinations, offering customers complete styling ideas

The casting plays a crucial role in reinforcing Armedangels as a disruptive and bold brand that sets the tone for a new vision of sustainable fashion. Through bravery and distinctiveness, the choice of models reflects the brand’s commitment to challenging norms and pushing boundaries, embodying a fresh, forward-thinking approach to sustainability that resonates with a modern, conscious audience

Dynamic poses and bold angles create an energetic, eye-catching experience, captivating customers and adding an exciting, playful edge to the overall user journey.

Campaigning and activism are at the heart of Armedangels' brand identity, and they play a vital role in shaping its relationship with customers and the broader world. Campaigns are not just about selling products; they are about raising awareness, mobilizing communities, The "It is Getting Hot in Here" campaign is a prime example of how Armedangels merges activism with branding. This campaign focuses on the climate crisis, using powerful visuals and messaging to raise awareness about global warming and its devastating effects.

The product communication was elevated when it became clear that the current product couldn’t compete effectively, prompting a shift in focus. That's when Gaabs was appointed to redefine the product, aligning it with the newly identified target audience. A product guideline was developed, recognizing that the target audience's purchasing decisions are primarily driven by styling, followed by price, and then sustainability practices. To meet these expectations, we needed to invest in a contemporary look and move the product beyond the niche market to appeal to a broader, style-conscious consumer.

The brand’s shift towards a more fashion-forward identity demanded more innovation in materials, designs, and categories. The Gaabs developed Armedangels' new look, which is a sophisticated evolution of their sustainable fashion line, incorporating classic preppy elements that blend timelessness with eco-consciousness based on target audience. This style offers a fresh take on the brand's commitment to ethical and stylish clothing while staying true to their core values.

Branding, particularly working with the logo and visual identity, is crucial for Armedangels because it serves as the first touchpoint through which customers engage with the brand. The logo and overall branding work as a bridge between Armedangels' ethical values and its fashion-forward ambitions, helping the brand attract a wider audience while remaining true to its roots.

Product innovation can also be driven by collaborations, which infuse fresh ideas and unique perspectives into the brand’s offerings: For Armedangels, collaborations became a key strategy to infuse creativity into their collections while maintaining their focus on sustainability. A roadmap was developed to incorporate at least two collaborations per year, introducing limited-edition pieces that allowed the brand to stay relevant and continue evolving its product line.