Mulberry Lily Zero:
Imagining Future-Nature to Talk About Sustainability
Furthering luxury brand Mulberry’s commitment to sustainability, BBH Singapore had the idea to launch a sub-brand named Zero - a line of bags that are crafted out of carbon neutral leather. The name “Zero” is chosen to represent the leather’s zero impact on the environment.
To launch the carbon neutral Mulberry Lily Zero bags, we posit the bag existing in the future. Because no matter how the future looks like, there must always be a role for nature in it.
We named this visual storytelling: Future Nature
Unlocking the Metaverse
The visual world we created were turned into IG filters, turning every physical space into virtual stores and try-on rooms.
Designing a New Icon
We defined and designed the new Zero-carbon platform identity, taking inspiration from the iconic tree iconography.
