Besides the ever-constant chatter of the negative environmental impact of fast fashion and our continuous cycle of overconsumption, there’s a less commonly talked about negative within the fashion world concerning the chemicals used in the dyeing and finishing processes of textiles.
According to the National Library of Medicine, these chemicals can be incredibly dangerous, noting that “Depending on the quality of the chemicals used for the coloring, as well as on the coloring/washing procedures, the remaining chemical impurities of the dye’s formulation present in the textile may constitute a health risk if taken up by and passing through the human skin.”
To combat this, Japanese-German textile start-up AIZOME has developed a skincare line dubbed Wastecare made from its textile dyeing factory wastewater, mostly just to prove how clean the brand’s processes are.
Wastecare is the very first skincare product made from industrial waste, and the beauty products have already passed stringent eco-toxicological and cosmetic safety standards, all while using recycled wastewater. Not only does this prove how sanitary the brand’s methods are, but by recycling the wastewater, the brand showcases what you can thoughtfully—and responsibly—do with waste and a little innovation.
The AIZOME ULTRA method uses only plants, water, and ultrasound instead of synthetic chemicals. Therefore, both wastewater and textiles have natural health benefits, including anti-inflammation, pain relief, and skin rejuvenation. In addition, the brand’s patented ultrasonic dyeing method binds the plant molecules to the fiber, creating long-lasting color and health benefits. You can see these benefits in cases such as how Indigo turns yarn blue but also aid eczema-prone skin. Additionally, turmeric is used to create yellow fabric and can be an antioxidant ingredient.
“At AIZOME, we believe that textiles should not just be harmless, but even healthy. That’s why our ULTRA dyeing process is 100% natural from farm to fabric,” shares Misa Muto, co-founder of AIZOME.
AIZOME turned to workbyworks to design packaging and a visual identity that immaculately highlights the brand’s aesthetic and forward-thinking nature. The simple design, paired with a strong undertone of elegance, makes for a captivating packaging system. And, continuing the thoughtful, sustainably produced products, it implements a medical-grade vial and fully recycled materials.
“The visual branding system is very flexible. It could configure a complex technical layout and be used as a grid to form larger type designs. In addition, I hope the box itself could convey a very clean and straight message of the water’s journey through the process, and the quality and confidence in this rather challenging task to use wastewater as skincare products,” shares Han Gao, founder of workbyworks.
The filtering process inspired the brand’s packaging design system. The result is a layered cardboard system that displays more and more information about the product as each layer gets removed. For example, the first layer highlights the data visualization models, then shares a sample of the Aizome fabric until the consumer reveals the serum bottle. “Each layer of the box has holes in the same position. They represent the journey the wastewater would go through the AIZOME dyeing process and purification process before it goes into the bottle,” states Gao. “The idea comes from the water as the liquid goes through filters. The punctuation connects all the different aspects of the process and structures the box as such. The unboxing experience becomes unfolding the whole story.”
The layers give consumers a meaningful unboxing experience, but it also creates a reinforced system so that the boxes can get shipped without outer protection and be recycled after the product reveal. In addition, as each layer is exposed, the consumer becomes more and more acquainted with the store AIZOME, creating a sense of familiarity with each consumer.
“A very thoughtful use of the typography element is the main aspect of the design. The relation between type, paragraph, infographic, and the holes is crucial. They have to work together to convey the accurate visual quality,” Gao notes. “You can see there are small texts and bigger title tests that share a very strict proportion and scale. A lot of rules are applied in the box so that some text stands out and the other works as the backdrop. In that way, we could guide the audience’s focus when reading through the information there.”
AIZOME’s Wastecare challenges the preconceptions around waste, and the packaging, developed by workbyworks, pushes the limits of what we know as sustainable design. The two innovative teams have created a product, packaging, and branding system that align with the brand’s goals while pushing limits and breaking barriers.
