The World Wildlife Fund (WWF) is an international non-governmental organization founded in 1961, working in the fields of wilderness preservation and the reduction of human impact on the environment. WWF Market is WWF’s official merchandise store, exclusively powered by Reflect Studio. By becoming the licensee of the global NGO, Reflect Studio also takes on the responsibility of generating new resources and delivering innovative campaign ideas in support of WWF offices worldwide.
WWF Market offers a wide range of products ranging from sustainably made clothes to zero plastic alternatives for everyday use. These essentials are made with the hope of building a better future for the planet and its people. The brand’s colourful world consists of responsibly manufactured garments and accessories that are made to last.
In July 2021, WWF Market got a distinct visual makeover. The new visual identity embraces an extensive color palette consisting of muted colors inspired by nature and bright colors to emphasize the inspirational and hopeful personality of the brand.
The iconography that’s woven into the visual language functions as a continuation of the illustrative designs prominent in the products. This approach aims to enhance the effectiveness of long texts and helps spread WWF’s messages to wider, younger audiences.
The font choice of NN Nouvelle Grotesk represents the brand’s ambitious and playful nature. The clean cut feel of the font helps to deliver WWF campaign messages in a neutral, accessible and engaging manner.
To this day, the NGOs famous panda logo is the most recognizable symbol for global conversation and a celebrated sign of hope. For this reason, WWF Market’s branding is built around this iconic symbol.