Ecoalf Brand Guidelines: There Is No Planet B

Ecoalf makes design-led apparel from recycled materials.

Ecoalf is a lesson in sustainability as the whole proposition. Founded in 2009 by Javier Goyeneche in Madrid, Spain — the name a blend of “eco” and his sons’ names — the brand set out to make apparel that matches conventional quality and design but is made from recycled inputs.

Its brand identity is recycled-first, design-led and mission-driven — the registered tagline is “Because there is no planet B®.” It works in recycled polyester (from plastic bottles), recycled nylon, tyres and cotton (400+ recycled fabrics), and runs the flagship “Upcycling the Oceans” programme, recovering marine litter with fishermen across six countries and turning some of it into fabric. It’s a certified B Corp.

(Honest notes: Ecoalf is a sustainable urban/lifestyle fashion brand with outerwear at its core — not a technical mountaineering label. Not everything is ocean plastic (recycled bottle-PET is the dominant fibre). And there’s no official brand hex, so the tones here are an unofficial interpretation.)

Ecoalf lives in an ocean-teal palette. Click a swatch to copy the hex.

Ecoalf’s identity is ocean-led, recycled and modern — an ink, an ocean teal, a recycled grey, a sand, and a snow. The palette leads with an ocean teal — the register of the sea, recovered marine plastic and a planet-first mission. It signals recycling, the ocean and responsibility rather than fast fashion. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is an ocean teal signals a recycled, sea-minded brand. Ecoalf’s world is a fishing net full of recovered plastic. For designers, it is a reminder that an ocean teal reads as marine and responsible — right for a brand built on “no planet B.” The takeaways: lead with an ocean tone; ground it with recycled greys; and treat any single hex as unofficial — using ink for small text so the palette stays oceanic.

The register is a modern sans — clean and design-led.

Ecoalf’s identity carries a modern, design-led, responsible spirit — recycled materials and a planet-first mission. A modern sans captures the mood: it is clean and contemporary, the register of a design-forward fashion brand. Set in an ocean-teal palette, the modern sans feels clean and design-led — exactly the personality Ecoalf carries. It is contemporary rather than rugged, mirroring urban sustainable fashion. (Ecoalf’s real all-caps wordmark is a trademark we describe but do not reproduce, and the exact brand typeface is not ours to use.) Because the mark is not ours to use, the honest description is “a modern sans spirit,” shown here in a stand-in. The type behaves like the brand: modern, design-led and responsible.

Ecoalf stands for recycled, planet-first design.

Ecoalf is a lesson in making recycling the identity. An ocean-teal palette, recycled materials and a planet-first mission make sustainability the whole brand — design-led, responsible, urban. The recycling is the differentiator. The differentiator is a recycled-first, mission-driven, design identity.

For designers and brand-builders, Ecoalf offers a clear takeaway: a mission can be the whole product. The lessons: make the material the story (recycled, ocean plastic); commit to a clear line (“no planet B”); and back it (B Corp, Upcycling the Oceans). It is also a reminder to stay accurate: it’s a lifestyle fashion brand (not technical mountaineering), not all garments are ocean plastic, and the palette here is an unofficial interpretation. Ecoalf made recycling the brand — proof that a mission can be the difference.

Keep Ecoalf’s identity on hand — save it to a board in the Made Good inspiration library.