Programs Used
Figma, Illustrator, Photoshop & Indesign.
Overview
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 restoration.
The stores front
The stores selling products
Current Branding
The store's present branding is completely inconsistent and lacks any sort of identity. The audience finds it difficult to connect with the store's identity because it employs two distinct logos. The store mostly uses social media to draw customers because it lacks any physical marketing.
The Brands' New Logo
New Logo
A combined logo with the name of the store, a sunrise or sunset, and a vaporware element at the bottom. Since nostalgia evokes sentiments that are both heartwarming and melancholy at the same time, I chose the sunset/sunrise element to help relate to that experience. Additionally, the viewer can interpret the logo as a dawn or a sunset, giving it a dual meaning that is both straightforward and intricate.
Color Selection
To reinforce the store's distinctive selling proposition and logo, nostalgic colors were chosen. In order to evoke a feeling of familiarity and nostalgia,
Vintage Black & Polaroid White
Polaroid - like colors are used for the black and white elements of the logo. The black evokes a sense of luxury and timeless feel that relates to the stores identity. As for the white it gives off a sense of nostalgia giving it balance and harmony with the other colors.
Crimson Retro
The primary hue is a warm, inviting red that makes consumers feel at ease. This was picked in order to pay homage to the brilliant, warm reds of the past while modifying the hue to be less warm and more in the middle of the spectrum.
The New Colors of the Brand
Typography
Logo Typeface: Lico
The logo's wood mark portion.The typeface was selected because it has a strong resemblance to the serif fonts popular in the 1990s. possessing an upward stroke at the beginning and end of the word.
Header Typeface: American Typewriter
This demonstrates the bold and wild mindset of the 1990s. This reflects the loud and bold voices of the retail brand, representing a revolution in culture away from tradition.
Body Typeface: PP Neue Montreal
This typeface, which highlights the minimalist aspect of 90s society, was chosen to oppose the headers and restore order for the viewership.
Mock ups for the website in Desktop, Tablet & Mobile
Content Rationale
Image Uses
To project the new store's image of freedom and hipness, pictures of people in street clothes striking a funky pose are chosen. Images are converted to grayscale to emphasize a timeless experience.
Design Approach
imagery greatly influenced by the minimalist advertisements of the 1990s, particularly the vintage Nike advertisements, which combine the use of the image as the main focus with a combination of type play 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.
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.
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.
Billboard Ad heavily inspired by the retro Nike ads seen in the 90's
Advertisements
The majority of the advertisements draw heavily from Nike's classic 90s advertisements, but I also incorporated a few line repetition ideas and a few type plays.
Variety of Instagram Ads | Utilizing the shops big following
Instagram Ad of a Store Promotion
Issues Involved
Lack of knowledge of the time period
Even after the project's study phase, I had no prior understanding of the retro style from the beginning. As a result, it took me some time to figure out what strategy I would use after receiving input from my teachers and peers.
Wrong approach at the start
I was too preoccupied with the nostalgic theme early on in the project, which interfered with a few of my intended design directions. I veered off course and discovered the ideal blend of the brand's nostalgic and modern images after doing a ton of research and consulting my teachers.
Stationary Package | Letterhead & Invoice
Business Card | Front & Back Side
Program Utilization
The logo, print and digital ads, and Instagram mock ups are all made with Illustrator.
Indesign is used to create the stationary package of this project.
Image adjustments are done in Photoshop.
The landing page versions of web, tablet and mobile are done in figma
Custom Design 1 | Cap with the Store's Logo
Custom 2 | T-shirt with a Type play design element on the back
Project Insights
A challenging but rewarding assignment to work on. Throughout this project, I picked up a lot of new skills and strategies, such as defining the brand's core message and putting it into a sophisticated yet consistent brand. Furthermore, it's important to remember that sometimes the first plan to take isn't necessarily the best one. You must have the ability to step back and assess if things are still headed in the right path.
Custom Design 3 | Metal Badge