BRiMM is a new kind of online shop and journal, bringing together the brightest ideas and brands to prove that living within earth’s limits isn’t all about living less. We had the pleasure of building the brand from inception, creating the identity for them, challenging what is typically associated with sustainability brands.

The brand ethos draws upon the concepts of fullness: “to the brim[m]”
and brimming with “joy”. It speaks to a fullness, an abundance, but only within the boundaries of what is sustainable for our earth. Once we’ve reached the brim[m], there’s no need to continue filling a vessel. BRiMM asks the question: why acquire more when there’s no need?

The visual identity embodies the narrative of “enoughness” and the
idea that “enough” allows you to be happy right now.

With fun, bright colours and big, bold shapes, the BRiMM visual language
is centred on celebrating the abundance offered by a ‘planet positive’ life. The wordmark is living and ever-changing, and tells the story of BRiMM’s disruptive and dynamic approach.

BRiMM’s typography was built using the addition and subtraction of
forms from a kit-of-parts. When we add, we find abundance in creating something fresh, driving change with creativity and resourcefulness. When we subtract, we focus on what truly matters by removing the unnecessary and using only what we need. This subtraction is an acknowledgment of our planet’s finite resources, and it allows us
to distil things down to their essence.

By using what we already have, repurposing and upcycling, we can creatively build from the ground up, embracing the idea of doing more
with less.

We see the shapes from the kit-of-parts come to life and move around
the animated wordmark, illustrating the magic of resourcefulness.