lululemon Like New

IDENTITY
Art Direction
CAMPAIGN
packaging
web
social media
GUIDELINES

In 2020, lululemon piloted Like New, its in-house repair & resale platform for gently used gear. Character was asked to develop a fresh, sustainability-forward visual approach while honoring the broader lulumeon brand. Reflecting the program’s efforts to extend and renew clothing’s lifetime, we honed in on circularity as the concept behind language, layouts, and type.

Art direction features several key outfits shared across talent, showcasing the multitude of ways a piece can fit into not just one life, but many others after that. The pilot program’s success led to Like New’s rollout in every luluemon store nationwide.