Found Vintage: Navigating the Maze of Timeless Fashion

Found Vintage is a captivating venture into the world of easy, laid-back fashion, centered around a vintage clothing store in Italy. The brand's essence lies in guiding individuals through the maze of timeless fashion, offering a diverse and inclusive shopping experience for those aged 18-40. Inspired by the 70s Harlem culture with hints of its African heritage, Found Vintage celebrates uniqueness, diversity, and the joy of discovering the perfect iconic fit.

2 Weeks (November 2023)

I led Found Vintage brand identity design: researched, curated moodboards, evolved design iteratively, and executed logo, typography, color palette in a dynamic 2-week sprint.

1. Exploration: Our journey began with extensive research into vintage fashion, 70s typography, and color psychology. I explored the nuances of easy, laid-back fashion, delving into the desires and preferences of our target audience aged 18-40.

2. Mood board Curation: Curating a mood board became a crucial step in defining the visual language. Pastel greens and browns dominated, inspired by the calming yet vibrant nature of vintage clothing stores. The imagery of mazes and pathways symbolized the quest for the perfect find.

3. Iterative Design Evolution: The design process underwent multiple iterations, exploring various typography styles, color combinations, and illustration approaches. Each iteration brought us closer to a visual identity that resonated with Found Vintage's essence.

1. Typography Exploration: Experimentation with different typefaces led to the creation of a distinct lettermark patterned after popular retro fonts. Its distinctive style became the perfect vehicle for expressing the brand's personality.

2. Logo Development: The maze concept evolved through sketches and digital renderings, exploring diverse interpretations before arriving at the final customized hand-drawn letter mark. The chosen design encapsulates the journey of finding, a balance of complexity and simplicity.

3. Color Palette Refinement: Extensive color testing refined the palette to pastel green and brown, striking a delicate balance between freshness and warmth. These colors became the soul of Found Vintage, embodying the brand's commitment to easy, laid-back fashion.

4. Illustration Style Definition: The flat illustration style, with subtle motion, emerged as a way to breathe life into visuals. This choice added a dynamic element to the brand's identity, making it more engaging and contemporary.

5. Pattern Creation: I used a tiling pattern reminiscent of African batik style with a hint of Art Deco finesse. With the clothing items encased within the outer rim of the logo, I sought to highlight what Found is all about: That perfect item that exists within the maze.

Found Vintage is not just a store; it's a narrative of exploration, evolution, and discovery. From the initial research and moodboarding to the iterative design process, every step was guided by the brand's commitment to providing a unique and inclusive shopping experience. The carefully curated elements come together to tell a story—an ode to timeless fashion waiting to be found in the maze of possibilities.

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