Second Story
Summary
Second Story is a curated thrift store focused on giving pre-loved clothing, books, and home goods a "second story" or a new chapter in life. The brand identity needs to bridge the gap between vintage charm and modern sustainability, appealing to eco-conscious shoppers, vintage hunters, and everyday bargain seekers. The visual system balances nostalgia with a playful, retro aesthetic to elevate the second-hand shopping experience.
Solutions
The design solution relies on a retro and playful, modern visual language. The primary logo is simple placed in a rounded container to give off a playful and inviting aesthetic. The color palette utilizes cool, purple tones paired with a crisp, green accent color to feel grounded yet fresh. By combining vintage-inspired typography with clean, minimalist layouts, the branding positions Second Story not just as a discount shop, but as a sustainable lifestyle destination. Majority of thrift stores rely on older aesthetics, I wanted Second Story to feel youthful and approachable.
Deliverables
I created a brand identity suite which included a primary logo, secondary logo mark, custom brand pattern, color palettes, and typography guidelines. I also created eco-friendly shopping bags, hangtags for garments, price tags, and a shopping cart design. Along side all of the physical items, I also provided a social media campaign.
My Role
Due to this being a prompt from Instagram, I was responsible for the end-to-end creative direction, including initial brand strategy, visual identity development (logo, typography, and color palette), copywriting, and the design of all print and digital touchpoints.