We entered the collaboration in the very infancy of the business, which allowed us to set the right tone from the start. As the style of vintage clothing can vary widely based on the decade, we chose to focus on the wholesaler aspect with an industrial warehouse vibe. This allowed flexibility with industrial colours (black & red) and vintage ochre and tan tones to coordinate with everything from 60s patterned shirts to neon 90s.

The typography is based on a lo-tech printer developed in the 60s. It’s rough and mid-century modern and plays nicely with an early computer style font from another decade.

We created a system of illustrations and posters for signage and pricing. These could be printed cheaply on oversized paper and pasted high up on the warehouse walls. This allowed customers to shop independently and reduced repetitive questions for the staff.