In a world where sustainability is an increasingly important value, imNativ, a 100% made-in-Italy sustainable fabrics brand, stands out with its innovative and revolutionary approach created by the agencies Andrea Castelletti Studio and HOBO. Here we explore the award-winning “imNativ. Born for Nature” project, which received a Silver in our Graphis Design 2023 Awards competition. Dive into the details of the project, including the creation of a highly technological platform, unique communication support for agents and sellers, and using eco-friendly materials for all stationery and promotional materials supporting imNativ’s environmental emphasis. Discover how imNativ sustainably leads the way with its “from nature, for nature” approach.
By: Andrea Castelletti, Graphis Master
“imNativ is a 100% made-in-Italy sustainable fabrics brand with an ecological production process that does not produce waste or pollutants. Belonging to the Aurim family, it inherits the family’s name ending, becoming a key element in the communication of the entire project. ‘IM’ thus becomes ‘I’m,’ a revolutionary and innovative brand that always speaks of itself in the first person.
“The lines of the logo pay tribute to the esthetics of the 70s; the result is a retro and avant-garde image which, thanks to the outstanding technology behind the project, gives the imNativ brand a timeless identity—a testimony of how to look forward, you must first look back.
“‘From nature, for nature’: this is the concept behind the brand’s communication—a phrase that best describes a product that comes into being in a completely sustainable way and that continues to be green for the duration of its life and even afterward because it is fully recyclable. The very close link of imNativ with the natural world also emerges in its communication campaign (offline and online), where fabric and environment merge into spectacular images that are a window to the future.
Together with HOBO, we have created a highly technological platform optimized for all devices in which the use of fabrics is immediate and detailed. It’s a place where interior designers, retailers, architects, and end-users can easily discover all the characteristics of the imNativ collections. The minimalist contemporary lines emphasize the distinctive typography and the gradients that form the background in an organic and sinuous way. The project received an Awwwards® Honorable Mention.
A spool in which the thread winds, a bobbin in which the fabric tells its own story: The concept behind creating this communication support for agents and sellers is as simple as it is complex in its realization. Ten patches of imNativ fabric were silk-screened, printed, and sewn together to illustrate the properties of the fabric, showing off its unique versatility. From the core of the reel, via the finishes, all the way to the pack, everything has been designed from scratch and with a very limited edition.
“The brand values in eco-sustainability are also reflected in our selection of physical media. All the stationery material is printed on FSC® certified paper in Fedrigoni® Sirio Color, while the promotional material uses recyclable cardboard, wooden supports, and recycled leather finishes.
“imNativ’s ‘Born for Nature’ project is a shining example of how sustainability and innovation can go hand in hand. With its ecological production process, strong communication campaign, and commitment to eco-friendly materials, imNativ is leading the charge in creating a more sustainable future for the fashion industry.”
Discover more of Andrea Castelletti Studio’s work here. Purchase Andrea Castelletti Studio posters here.
Check out other Design 2023 winners here. If you want to enter our current Design 2024 competition, click here.