Organic by John Patrick is a brand that believes that style and ethical practices can live in harmony in the fashion world. It knows that what it’s doing is right and won’t conform to the methods that most labels use in garment production just because it’s more conventional and cost effective.
In a way, Organic is being rebellious and stubborn about what they believe in and won’t back down until other brands start adapting the same methods, eventually making ethically produced clothes the norm in fashion production.
The confident attitude of the brand was the main focus of our print campaign consisting of three double-sided posters and the phrases “Disrupt the Balance,” “Redefine the Rules,” and “Why Be Ordinary?" – phrases that hint at the idea of a revolution to change standards and question society. The text on the back saying “Be more” challenges the viewer to expect more, want more, and demand more from life.
The combination of the use of rough newsprint, unconventional type placement, and distorted imagery show that the brand is unwilling to conform. By being placed in glossy fashion magazines, it's making a statement and demanding people to stop and listen.