Denim. Deadstock. Vintage. Pants. The Consistency Project is human–centered retail for a more concious consumer.

At The Consistency Project, it starts with the essentials: pants. But they also make it easier to build a wardrobe that truly works for you, taking a thoughtful, conscious approach to retail that’s centered on longevity and personal fit. Every piece offered is reclaimed or pre-existing, and instead of relying on traditional sizing, TCP takes a measurement–based approach to match their customers with pieces that truly fit.

Working closely with founder Natasha Halesworth, we repositioned and designed a new brand identity for the service–oriented retail concept that’s seen a honing of their offering and healthy growth in recent years. Everything was done with intention and sustainability as it’s core, from printed matter designed with post-recylced materials to a color palette that uses tones reflective of the earth and nature. We wanted the surrounding design system to feel lighthearted and practical, referential of the meticulous act of tailoring and curating garments through textures, objects, and actions.