Dropel

Dropel is a primarily B2B fabric tech company that makes clothing “lifeproof” by sustainably reinventing natural fabrics. YummyColours recognized a dissonance between the compelling technical, sustainable, and scientific novelty of Dropel’s performance-enhanced fabrics, and their broader communications and presentations design. Dropel needed a makeover, one which encapsulated all of its uniqueness and showcased its tech and science characteristics alongside its relatable, function-forward purpose.

YummyColours set forth to rebrand Dropel by creating a naming system for each of its fabric offerings, and by implementing a 360° visual identity associable with each of the fabric’s functions. Every step of the rebranding intentionally incorporated the multi-layer messaging of the Dropel brand, highlighting innovation, sustainability, and technology. The four core Dropel fabrics boasted features specific to Rain Performance, Moisture Wicking/Repelling, Wrinkle Resistance/Stain Repellent, and Fast Drying/Abrasion Resistance.

YummyColours implemented a naming system, respectively, as follows: Pluvia, the Latin word for “rain”. Kotira, inspired by “quotidian” and the everyday usability of the wicking/repelling technology. Vidia, a play off the Latin word for life, “vita”, referencing the comprehensive “lifeproof” nature of the anti-wrinkle, anti-stain fabric for the day-to-day. Duria, a nod to the durability and increased lifespan of this particular fabric in relation to untreated fabrics. The naming structure also implemented quippy taglines to quickly, memorably translate the function of each fabric.