Limitless needed to reflect its transition from a fashion label to a holistic lifestyle company with a rebrand that prioritised its mental health awareness mission.
To transform Limitless into a brand that not only sells clothes but supports mental health openly and effectively, encouraging discussion and discourse.
By concepting and developing a fashion lifestyle brand that encourages people to embrace their full spectrum of emotions and mental health journey.
The approach
Limitless started as a fashion label deeply connected to mental health. Founded by Merlijn and Vlinder, the company was inspired by both their personal experiences and the legacy of their late father, actor and singer Antonie Kamerling. The idea was to use fashion as a facilitator to talk about mental health. But as their vision evolved, so too did their brand.
To elevate Limitless from a fashion label to a holistic lifestyle brand, we wanted to represent every shade of emotion in the human experience. Undertaking a full rebrand, we adopted a colourful palette and linked moods to hues, creating adaptable gradients that are used across print and digital mediums.
Mayoneur
“Donut cookie oat cake jelly cake sugar plum croissant caramels muffin. Lemon drops caramels jelly jujubes sweet tiramisu jelly beans gummi bears. Tart shortbread powder jelly jelly-o chocolate cake icing.”
- Founders - Glenn & Geert
The result
Donut cookie oat cake jelly cake sugar plum croissant caramels muffin. Lemon drops caramels jelly jujubes sweet tiramisu jelly beans gummi bears. Tart shortbread powder jelly jelly-o chocolate cake icing. Cake chocolate cake macaroon jelly croissant sesame snaps. Biscuit croissant tiramisu powder oat cake soufflé powder apple pie.
