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Lead Image

Edun Re-brand


Production Method




Shang-Lun Yang



Shang-Lun Yang

Edun is the “global fashion brand” that was founded in 2005 by Bono and Ali Hewson. This hypothetical brand re-imagination for the socially responsible label focuses on hand-stitching to increase awareness of the personal affect Edun has on the people in Africa who make the garments.

[Ed.’s Note: We rarely show one-off, conceptual projects on FPO, but the stitched logo-thing is pretty great. — AV] 




Quantity Produced


Production Cost


Production Time

1.5 months

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

Epson Ultra Premium Matte Paper

Number of Colors






Kozuka Gothic Pro


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Project Description

Edun is a fashion brand bringing positive changes to Africa by elevating local garment productions and the continent’s world trade percentage. But their present brand identity system failed to deliver their vision.

This project is focused on creating connections between Edun’s vision and its brand identity to increase public awareness.

I created a triangular geometry, developed from the logo itself, as a gesture of Edun’s mission. I used hand-stitched threads and dotted line prints to enhance the idea of “Made in Africa” in the redesign of garment tag, stationary, and runway invitation.

I turned their lookbook into a folded poster with cards to provide an option for using it as a decoration to increase brand exposure.

The pop-up CD package contains promotional videos for Edun’s projects in Africa. Also I designed a newspaper, Edun Post, to explain their history, vision, achievement and their ongoing projects.

Production Lesson(s)

Building an identity requires a deep dive into the client's background to gain full understanding of the nature of the project. And Hand Stitching should combined with punched hole, will save a lot of time.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

April 15, 2014


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Identity Materials


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End