Green Tee is the brand solution for fast fashion’s environmental impact and how quickly 0-8 year olds grow out of their clothes. New simplicity, known for its ethos of reducing the excess, came accross as the natural fit to the issue, and inspired the brand design. Dark, crisp, hunter green demonstrates the bold and honest message. Introspective patterns of running leaves and words indicate the passion for eco consciousness. Earth tones and monochromatic hues reflect our natural environment to the audience. This is a brand that takes a stand for the future world our kids will inherit. The target audience are millennial parents. The design focuses on a minimal and modern style in order to be appeal to millennials’ digital savviness, and avoids the childlike designs regurgitated by its many competitors.