Ecover’s “Rewearing is Caring” campaign, developed by Manifest as part of a broader effort to promote sustainable living, encapsulated a new logo lockup design to hero the campaign, which was rooted firmly within Ecover’s existing brand identity, meaning the design process focused on working with Ecover's established visual branding, including colourways and visual language. The goal was to develop a lockup that felt distinctly campaign-specific while remaining fully aligned with Ecover's look and feel. Naturally, this involved the creation of clothing elements such as jeans, a cap, a belt, t-shirts and shoes, all thrown together as if thrown over a chair - but in this case, thrown over a hashtag.

The campaign itself encouraged consumers to shift habits around clothing care: to wear garments more, wash them less, and give pre-loved clothes a second life. The logo lockup needed to communicate this message clearly and memorably, while maintaining visual consistency with the Ecover brand. Designed to function across multiple formats and channels—digital, print, social, and OOH—the lockup emphasised legibility, warmth, and simplicity. It was built to feel inviting and action-oriented, helping to position the campaign not as a commercial push, but as a lifestyle message rooted in Ecover’s sustainability mission.

By staying within brand guidelines, the logo lockup strengthened the campaign’s authenticity and clarity, allowing “Rewearing is Caring” to slot seamlessly into Ecover’s wider brand world. The result was a cohesive visual identity for the campaign that reinforced Ecover’s values and elevated the brand narrative, proving how effective design within an existing system can still deliver strong, mission-led storytelling.