“After 10 years we left behind the X. And it has not been any decision. Today a new stage begins. An identity that evolves. A symbol that stops marking only one place to start representing something much bigger. The adventure continues, but takes a new form”
Thus he announced Blue Banana A day ago on social networks rebranding. The clothing brand and its co-founder and co-zo, Juan Fernández-Strada, accompanied the text, in which they advanced a new stage for the firm, with a series of images that illustrated the change of identity. They communicated the disappearance of the emblematic X that has represented Blue Banana for a decade and its replacement for a circle.
In the images he pointed out that the alleged change was part of his Brand evolution. “Blue Banana has taken a bold, poetic and wonderfully coherent step: to leave behind the iconic “x”, symbol of intersections, starting points, paths that cross – and embrace the circle: a form of totality, community and continuity“I commented.
Among the reasons offered to argue the change, he pointed out that the circle represents a new horizon, speaks of tribe, connection. He also stated that in nature, with which the brand claims to have a strong link, the circle is everywhere and represents harmony, movement and an invitation to continue evolving.
The communication achieved, in just a few hours, hundreds of interactions in the different social profiles of the brand. The reactions They have moved between surprise and praises, noting that it was a risky but powerful and promising change, as well as aligned with the values and philosophy of Blue Banana.
However, the brand has not renewed its visual identity, but it is a marketing campaign, designed next to the creative agency Blackflag, with which it communicates the obtaining of B Corp Certificate. In this sense, Blue Banana makes known what becomes part of the group of companies that meet high standards for social and environmental performance, public transparency and legal responsibility.
From the company they consider that the achievement of the seal is a milestone that reinforces your commitment For a more conscious, inclusive and regenerative future in the fashion sector. “Getting certification and being a company B Corp means closing a circle of coherence between what we say, what we do and what we are as a brand“; Nacho Rivera, co-founder and Co-Coo de Blue Banana commented.”We were not born as a sustainable company, but from the beginning we were clear that we wanted to be. We have been uploading each step with effort, and this certification is the validation of all these years of work”
For his part, Juan Fernández-Strada has indicated that the certification validates the path traveEthics and social responsibility will boost growth. It also ensures that it strengthens the link with a community that shares its values and promotes its ambition to continue innovating.
Blue Banana has taken advantage of communication to highlight some of The measures which has launched over the last years. Among other things, the incorporation of organic cotton and recycled polyester stands out in 2020; or the measurement and compensation of carbon emissions through projects endorsed by the United Nations and the Ministry for Ecological Transition.
In addition, CO2 emissions per garment were reducing last year per year.
