Summary
This project aims to rebrand an existing store with a new image, narrative, and face in order to draw in both current and potential customers. The project's deliverables include a new logo, print and digital advertisements, a mobile and online landing page, and two unique designs based on the store's premise. When combined, these products will create a single, recognizable brand that will aid in the store's rebranding and image.
Programs Used
Figma, Illustrator, Photoshop & Indesign.
Current Branding
The store’s unique and unconventional logo creates confusion for consumers, making it challenging to identify the type of goods the store provides. Furthermore, in the absence of physical marketing efforts, the store primarily relies on social media to attract customers.
The stores current logo
Logo Drafts
The original logo featured a cap icon alongside a typeface reminiscent of styles popular in the 1980s and 1990s. However, this design did not address the core branding issue; in fact, it unintentionally gave the impression that the store specialized in hats. Despite this, the typeface was a homerun, so it stuck around in later versions of the logo.
New Logo
A combined logo featuring the store name, a stylized sunrise or sunset, and vaporwave-inspired elements at the base. The use of a sun motif reflects the emotional duality of nostalgia — a blend of warmth and bitterness. allowing the image to be seen as either dawn or dusk, the logo captures both the promise of beginnings and the beauty of endings. This dual interpretation adds a layer of subtle complexity.
Colour palette
To reinforce the store's unique selling proposition and enhance the emotional impact of the logo, a nostalgic colour palette was deliberately chosen. These colours not only create visual cohesion but also deepen the emotional connection, making the brand feel both comforting and timeless.
Typography
The typefaces evoke a sense of 90s nostalgia—one bold and expressive, the other minimal and laid-back. American Typewriter captures the rebellious spirit and bold attitude of youth, while Neue Montreal reflects the cool, effortless minimalism of the era. Their contrasting styles complement each other, creating a dynamic and balanced visual identity.
Content Rationale
Image Uses
expressing the store’s spirit of individuality and trend-forward style, dynamic images of people in street wear posing with attitude were selected. Converting the photos to grayscale enhances their emotional impact by highlighting movement and personality over colour.
Design Approach
The imagery draws strong inspiration from the minimalist advertisements of the 1990s, especially vintage Nike campaigns that emphasized bold visuals as the focal point. These ads skillfully paired striking imagery with playful, dynamic typography in the background to create a powerful, uncluttered aesthetic.
Advertisements
The majority of the advertisements draw heavily from Nike's classic 90s advertisements, but also incorporated a few line repetition ideas and a few type plays in the background.
Landing Page Structure
Web Version
A 12 column grid with 20px gutters and a 50px margin is used for the desktop version. A clear and effective way for the user to navigate the landing page is provided by the use of large graphics and design elements to attract the viewer in. The website employs red for contrast to make the buttons apparent and easy to see for the visitor, while black and white are used to create a retro vibe. Social media icons are located in the footer of the website.
Tablet Version
An 8 column grid with a 50px margin and 20px gutter for this version. Similar to the mobile version, this layout is also stacked but most design elements are saved, its adjusted to size for it to fit in this version.
Mobile Version
A 4 column grid with a 20px margin and a 16px gutters is used for this layout. Images have to be shrunk and most of the design elements have to be either modified or removed to give space to the text and images.
Landing page Desktop flat
landing page mockups
stationary design
Invoice & Business Card
Brand's Letterhead
merchandise design
