Finding a voice for a sustainable fashion label
Atelier Magata | Berlin, Germany, DE | July-November, 2024
I first came across Magata—a small Berlin label born just after the pandemic—when the founder told me something wasn’t landing. The brand looked solid, the values were clear, but engagement and sales were… oddly static. You know that feeling when everything should be working, but it just doesn’t quite click? It was that.
My role was to identify what was holding the brand back and define a new approach to connect it with its audience.
So I began by digging around: website copy, socials, customer behaviour, even late-night reading on the sustainable and genderless fashion space. A competitor scan helped too. One thing became obvious fairly quickly: Magata’s story was too broad. People struggled to grasp what it actually stood for.
From there, we stripped the message back. Rather than juggling “sustainable + minimalist + genderless” all at once, we centred sustainability as the primary narrative thread. And interestingly, although the brand positioned itself as genderless, most actual customers identified as women—yet they weren’t reflected in the visuals or tone. We adjusted that without compromising the brand's core values, making it feel warmer and more relatable.
- High-contrast colours and strong typography
- A warm, approachable tone of voice
- Consistent, story-led social content
I worked closely with the founder to shape a concise brand purpose and tested the updated messages with real users through short interviews and surveys. Their responses guided the final direction: more explicit language, more human tone, and storytelling that people could actually hold onto.
With that foundation in place, Magata moved on to planning its next release.
The refreshed brand direction launched in summer 2025.