French fashion brand label Lacoste has swapped out it’s iconic crocodile identity for 10 limited edition polo shirts featuring the world’s most threatened species. The partnership with the International Union for Conservation of Nature (IUCN) and Save Our Species (SOS) sees the label showing support in the fight against the extinction of endangered animals. Those animals include the Vaquita dolphin, Burmese roofed turtle, Northern sportive lemur, Javan rhino, Cao vit gibbon, Kakapo parrot, California condor, the Saola, Sumatran tiger, and the Anegada ground iguana.
The number of polo shirts produced for each species reflects each animals population size left in the wild. From example the Californian porpoise has only 30 left in the world.
“The Vaquita, or Gulf of California porpoise, is a solitary sea mammal that enjoys swimming at a leisurely pace in shallow waters. It weighs around 48 kilos on average and measures 1.5 meter in length. It is a critically endangered species due to shrimp gillnets in which it can get entangled”.
“The Cao-vit Gibbon is one of the rarest in the world. Despite weighing between 5 and 10 kilos, the gibbon can swing from branch to branch with great agility. This gibbon can be found in a forest located at the border of China and Vietnam, where deforestation reduces its habitat”.
Lacoste is raising awareness of the plight of these endangered species and all profits for the sale of these polo shirts will benefit the IUCN.
A great way of raising awareness of the seriousness of endangered species worldwide, and a unique way of changing up a brand’s 85-year-old iconic logo – the first time it has ever initiated a logo change by replacing the famous croc. I think these alternative animal logos work really well as a replacement of the croc for an awareness campaign important to our time. The designs have been created in the same embroidered green style as the crocodile, so much so I wonder how many people will notice the subtle change in animal or whether the missing croc will be overlooked.
The designs were launched recently at Paris Fashion Week 2018.
Patrick Cabral, best known as Darkgravity on Instagram, is a multi-disciplinary designer from the Philippines. His love of calligraphy started at a young age when he was responsible for writing the names of graduating students on their paper diplomas.
From this he’s honed an art for delicate paper cuts and produced a project in collaboration with World Wide Fund for Nature (WWF) which aims to raise awareness about endangered species. The artworks are for sale with 50% going directly to WWF.
“I had the pleasure of meeting a couple of representatives from WWF,” said Cabral. “they were very passionate about saving these endangered species, and at the same time helping the communities around the habitat of these species. I wanted to help more than by just making these artworks in the safe confines of my home.”
You can see more of his delicate and intricate animals over on his Instagram page where he posts about each animal he has chosen on the endangered list.
The first thing I read on Facebook today was “Poachers Break Into French Zoo, Kill White Rhino And Steal His Horn” . “Poachers forced their way into a French zoo and killed a southern white rhinoceros named Vince, sawing off one of his horns before fleeing into the night.” “Despite bans by international convention and French law, the illegal sale of rhino horns persists because of demand for use in traditional Asian medicine. A kilogram of rhino horn sold on the black market for nearly $54,000 in 2015, according to the zoo.” The white rhino is an endangered species, with an estimated 21,000 remaining in the wild across the world, mainly in South Africa and Uganda. Their horns are sought after in Asia, where they are valued for their supposed aphrodisiac qualities. Someone actually suggested that maybe we should cut-off all their horns to prevent poachers from killing Rhinos. It’s infuriating how we are at the point that people are considering this as a solution.
I was contacted in February 2016 by French company Nature & Stratégie Groupe who specialise in private label manufacturer of certified organic hygiene products. Their brand of ecological household cleaning products ‘Etamine du Lys’ is the industry leader in France. They wanted to rebrand and launch the products in the UK but felt the current French branding would need to change to appeal to the UK market.
I was flown over to meet with the client at their manufacturing HQ in Somloire, in the heart of the Loire Valley. Their interest in the environment goes further than the products they produce, the building itself is listed by UNESCO as a World heritage site and was built with the environment in mind by only using renewable materials. The building was impressive and gave me a good sense of the companies beliefs and vision which would give me direction for the new branding.
The stages involved in the project included; name generation, logo creation and development, packaging label design and creation of brand guidelines. After initial research, 24 proposed names, six logo options and two different illustration styles the final logo and label design was approved with a planned launch of 2017.
It’s been really exciting working with an entrepreneur who lives locally to me in Brighton. Designing a logo, packaging labels, a booklet as well as a website for his new venture; Lil’ Lamby.
“Charlotte makes sure that she understands your needs and your idea. She is very helpful throughout the whole process till the final version. Furthermore she is not only a good designer, Charlotte is a lovely person to work with too!” Jozef Psitek