Case Study

Visual Identity

Tag, tag, tag, tag, 2023

What is the project: Brand design for a curated vintage clothing vendor
Brand design (including logo and visual identity), signage, tags
What is the brand about: Types/styles of clothing sold (Solid colors and bold colorblocked patterns – shape and form); inspired by vaporwave and retrowave aesthetics and 80s VHS covers
- Goals of the branding: "To evoke a sense of nostalgia To inspire artistic explorationTo develop and evolve personal style"
Context: Sold in vintage clothing stores and flea markets, possibility of expanding online in the future; audience is Age range 18-35 ish Young millennials, gen Z
- Simple design system that is easy to replicate and expand upon for future design projects
Design loosely inspired by VHS

Brand Keywords: Nostalgia

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"on the nose" approach --
illustrations/visual motifs are easy to expand on in the future
Customer point of contact is busy and overwhelming -- designs should be eye catching but simple (bright colors and high contrast, and simple shapes)
Neutrals with warm undertones to give a comfortable vintage appeal
A set of bright accent colors – nod to the popularity of rainbows in VHS cover design
Paired down/simplified version of retrowave/vaporwave aesthetics

logo design --- maybe just delete this section and explain in the next section?

Logo concept
straightforward way to emphasize color and form -- representative of the brands clothing style

Primary Type : Wagner
Secondary Type : Baskerville

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Context: in the flea market or in a vintage store
Goal: consistent brand image + create defined sections
Dimensions of the signage and the tag