✍️ The future looks good: 10 sustainable brands redefining visual identity in 2025

Jun 19, 2025

In 2025, sustainability is no longer an afterthought, it is the brand story. But beyond compostable packaging and carbon offsets, we’re seeing something deeper take root: the rise of visual sustainability. From muted earth tones to mindful typography, brands are designing with both beauty and backbone.

Here are 10 standout brands across fashion and lifestyle who are reimagining what eco-conscious branding looks like and what it feels like to interact with values-led design.

If you’re a founder, strategist, or creative in ethical fashion, circular design, or eco-conscious branding, consider this your trend report and visual inspiration.

🌿 1. PANGAIA – the biotech beauty

A leader in biotech fashion, PANGAIA’s 2025 visual refresh uses flora-inspired hues, seaweed-based fabrics, and clean typography to communicate its science-first mindset, all while staying emotionally resonant.

Their visuals echo their innovation; from sustainable material branding to compostable packaging that aligns form with function.

🔁 2. PUMA – circular legacy

PUMA’s 2025 Circular Lab signals a legacy brand doing circular fashion right. Muted tones, editorial visuals, and behind-the-scenes upcycling moments make sustainability feel real, not performative.

It’s a prime example of how legacy brand sustainability can evolve without losing cultural relevance.

👗 3. By Rotation – rent the look

The London-based rental platform redefines fashion rental apps in 2025 with a UX-forward revamp: blush gradients, user-generated editorial content, and IRL concept store pop-ups crafted from recycled materials.

They’re making circular fashion in the UK not just accessible, but aspirational.

🇫🇷 4. Sézane – french cool and sustainability

This Parisian label leans into slow storytelling, highlighting B-Corp certification with visuals of artisans and hand-drawn elements.

Sézane proves that French sustainable fashion can be romantic and responsible, and that B-Corp fashion brands can lead with design-first thinking.

👖 5. Levi’s – denim with data

With its “Water<Less” denim innovations and data-led visuals, Levi’s is integrating sustainable denim into its core.

Expect low-water fashion brands to take notes; the use of tactile textures and carbon footprint metrics is the new Americana.

🎨 6. Stine Goya – joy as rebellion

From Copenhagen, Stine Goya is the high priestess of eco-luxe design and Danish fashion sustainability. Their vibrant branding, traceable materials, and bold digital design make sustainability feel joyful rather than somber.

This is maximalist sustainability at its most refined.

🌺 7. Farm Rio – tropical purpose

Known for prints and positivity, Farm Rio’s 2025 visuals are set in regenerative farms and community gardens.

From Brazilian sustainable fashion to tropical eco-style, their identity is proof that colour, culture, and climate consciousness can coexist, and thrive.

👚 8. Omnes – conscious everyday

Omnes masters affordable ethical fashion with elevated minimalism. Their branding blends softness and sophistication, while "climate receipts" on product pages break down environmental impact in style.

Perfect for fans of UK sustainable fashion and low-impact fashion design.

❄️ 9. Jakke – cinematic climate action

A rising star in sustainable outerwear, Jakke’s shift toward vegan leather, biodegradable knits, and AR product experiences solidifies its place among vegan fashion UK innovators.

Their short-film-style visuals and rich monochromes make it faux fur branding done right.

🧸 10. Bobo Choses – Whimsy with weight

This cult favourite in sustainable kidswear makes ethical children’s fashion playful and poetic. Child-like sketches, tree-planting with every purchase, and storybook-inspired design help position it as artistic eco clothing that parents love and kids live in.

💬 Beauty with a backbone

These brands aren’t just checking boxes; they’re creating a new aesthetic standard. By weaving sustainability into the core of their visual language, they prove that eco can be elevated, expressive, and emotionally resonant.

If you’re building a brand in 2025 and beyond, don’t just “go green.” Go intentional. Go strategic. Let values lead your visuals, and create something beautiful with backbone.