10 sustainable brands redefining visual identity in 2025
As we step deeper into 2025, it’s clear that sustainability is no longer a side note in branding — it is the story. But beyond biodegradable tags and eco-certifications, there’s a new layer emerging: how sustainability looks, feels, and shows up in a brand’s visual language. From muted palettes inspired by nature to intentional typography choices, these ten brands are shaping a new design vernacular — one that merges aesthetics with accountability. We’re looking at brands in the space globally – France, Brazil, USA, UK, Germany, Denmark – it’s so good to see these efforts everywhere.
If you’re a founder, brand strategist or designer, take note: these brands are redefining what it means to look sustainable and chic while doing it.
1. PANGAIA: the biotech-y one with killer aesthetics
PANGAIA has always been a darling of the climate-conscious crowd, but its 2025 visual identity evolution feels like a manifesto in motion. Their packaging? 100% compostable. Their colour palette? Pulled from flora, minerals, and marine hues. Their typography? Minimal yet human, a clean sans-serif that feels science-forward but emotionally warm.
Why it works: PANGAIA pairs its innovation-first ethos with minimalist sustainable design. They lead in biotech apparel and let their materials like seaweed fibre and FLWRDWN™ be the art direction. And that authenticity? You can’t fake it.
2. PUMA: the heritage giant going circular
PUMA is proof that legacy brands can pivot meaningfully. In 2025, their “Circular Lab” collection took centre stage, not just for what it’s made of (recycled, repairable, returnable) but how it’s designed. Gone are the aggressive performance-heavy visuals. In their place? Muted colours, genderless cuts, and a more editorial, spacious visual language.
Think campaign photography shot in natural light, paired with candid behind-the-scenes of the upcycling process. Raw, real, and ready for the next gen.
Why it works: PUMA is leaning into humility, showing the process, not just the product. That transparency? Very now.
3. By Rotation: the one that you can rent from
London-based By Rotation is democratising luxury, one rented fit at a time. Their app interface got a glossy revamp in 2025 with muted blush gradients, elegant serif-meets-sans type, and editorial-style user-generated content that actually looks good.
They’re also rethinking IRL storytelling. Their new pop-ups mimic curated concept stores, with recycled set designs and handwritten-style signage that nod to intimacy and intention.
Why it works: Circular fashion, but make it fashion-forward. They’re proof that you don’t have to sacrifice style for ethics.
4. Sézane: the parisian cool
Sézane has always been that girl — effortless, French, just the right amount of romantic. But in 2025, that aesthetic took a thoughtful shift. Their branding now leans deeper into storytelling around artisanship with hand-drawn illustrations, textural overlays, and campaign visuals featuring their makers and community members.
Sustainability isn’t just a tab on the site. It’s the visual narrative and they are. And with their B-Corp status, it’s more than performative.
Why it works: Sézane is proving that sustainability can feel sensual and sophisticated, not sterile.
5. Levi’s: the waterless denim
Levi’s is a fascinating case study. Known for rugged Americana, their 2025 rebrand leans into climate storytelling, from laser-cut denim (saving water) to digital-first campaign rollouts that reduce environmental impact.
The aesthetic? Grainy, tactile photography. Denim textures as design motifs. Data visualisation as graphic identity. Think “grit meets green”.
Why it works: They’re embracing their roots while reimagining the future. Legacy isn’t a limitation, it’s a launchpad.
6. Stine Goya: the master in colour
This Copenhagen-based label is known for joy-soaked hues, but don’t be fooled by the pastels. In 2025, Stine Goya doubled down on sustainability with fully traceable materials, low-impact dyes and bold transparency in production.
Their new branding embraces joy as rebellion. It’s maximalist minimalism, with explosive colour fields, painterly textures, and UI design that feels like a digital bouquet.
Why it works: They’re using beauty as a vehicle for impact and proving that serious design can still be joyful.
7. Farm Rio: the tropical one
Farm Rio has always done print and pattern better than most, but their 2025 refresh brings intention to every detail. Their updated packaging is plastic-free and designed for reuse, with campaign visuals now set in community gardens and regenerative farms.
Typography plays with scale and curvature, echoing nature’s unpredictability, and their seasonal lookbooks now double as zines highlighting local artisans and sustainability data.
Why it works: They’re grounding their maximalism in meaning. A riot of colour with climate in mind.
SEO tip: Brazilian sustainable fashion, maximalist eco brands, tropical ethical style
8. Omnes: the conscious accessible
UK-based Omnes has mastered the “elevated everyday” and their 2025 visual update adds layers of warmth and tactility. Their rebrand includes a new wordmark with soft curves, recycled-paper textures in digital backgrounds, and a move away from overly retouched visuals.
They’re also introducing “climate receipts” — a visual breakdown of each product’s impact, styled like a mini infographic on the product page.
Why it works: Omnes blends aesthetics and analytics. It’s conscious fashion for the aesthetically literate.
SEO tip: UK sustainable fashion, affordable ethical brands, low-impact fashion design
9. Jakke: the cool aesthetic
Jakke is known for its faux fur outerwear, but 2025 sees the brand diversifying with vegan leather and biodegradable knits. The new visual direction? Cool-toned monochromes, serif-heavy type, and campaign videos that play like short films — moody, cinematic, and purpose-driven.
They’re also investing in AR experiences to reduce sample production, letting customers “try on” virtually, reducing returns and waste.
Why it works: Jakke is nailing cool factor meets conscience. Aesthetics with a side of climate action.
SEO tip: vegan fashion UK, faux fur branding, sustainable outerwear
10. Bobo Choses: the plyaful one
Kidswear, but art-directed. Bobo Choses continues to be the indie darling of eco-conscious parents — and in 2025, their branding is doubling down on whimsy with weight. Crayon-like typography, child-drawn motifs, and nostalgic layouts nod to imagination, while their Earth-friendly textiles and local production anchor them in responsibility.
The 2025 “Children of the Forest” collection was a standout. Each piece tied to a tree planted in rural Spain, and every customer received a hand-illustrated tree certificate.
Why it works: It proves that “cute” and “climate-responsible” aren’t mutually exclusive.
SEO tip: sustainable kidswear, ethical children’s fashion, artistic eco clothing
Beauty with backbone
The brands leading the charge in 2025 aren’t just swapping synthetics for organics. They’re embedding sustainability into the very bones of their branding — from strategy to surface. Their visuals don’t just say “eco”. They feel like it. And more importantly, they’re reshaping the aesthetic language of what a better future could look like.
So, if you’re a business or brand looking to stand out in the saturated sustainability space? Don’t just be green. Be intentional. Be visually distinctive. And let your values lead the design, always.
Book a free discovery call if you’re inspired and you want to start your sustainability journey.
