Odd Habit | Brand Identity & Creative Direction

Odd Habit is a curated resale concept focused on funky, unexpected, and personality-filled homeware. I developed the brand from the ground up, creating a distinct identity designed to feel playful, editorial, and instantly recognizable.

The goal was to create a resale brand that felt completely different from the traditional thrift or vintage aesthetic.

Odd Habit needed to appeal to people looking for unique pieces for their homes while feeling curated rather than cluttered, nostalgic without feeling dated, and playful without becoming overly trendy.

The brand needed enough personality to stand out on social media while still being flexible enough to work across packaging, product photography, digital content, and future e-commerce applications.

I developed the Odd Habit concept around the idea that the most interesting homes are built from pieces that feel a little unexpected.

Rather than positioning the brand as simply another thrift or resale shop, the creative direction focuses on discovery, individuality, and collecting pieces with personality.

This informed everything from the name and messaging to the visual identity and overall art direction.

I developed the name Odd Habit to capture the slightly unconventional personality of the brand.

"Odd" reflects the unusual, funky pieces the brand curates, while "Habit" gives the concept a lifestyle element. Finding interesting pieces becomes part of the experience rather than simply shopping for home decor.

The name also provided opportunities for a shorter OH brand mark that could be used across social media, tags, packaging, and other branded applications.

I created a playful visual identity built around lilac, warm neutral tones, black typography, and a distinctive floral-inspired OH mark.

The combination gives the brand a recognizable personality without competing with the colourful and varied products Odd Habit would feature.

The visual system was designed to work across:

• Primary and secondary logos • Social media • Product tags • Packaging • Digital graphics • Product photography • E-commerce applications

The creative direction combines funky vintage influences with a more modern editorial approach.

Instead of relying on traditional thrift-store visuals, the brand uses intentional styling, interesting objects, bold compositions, playful typography, and unexpected details to make the products feel curated and desirable.

The result is an identity that feels like a lifestyle brand first and a resale business second.

Odd Habit became a complete brand concept with a clear personality, visual language, and direction for future marketing.

The finished identity provides a flexible foundation that can grow across social media, e-commerce, packaging, and physical brand touchpoints while remaining immediately recognizable.

This project demonstrates my ability to take a brand from an initial idea through strategy, naming, visual identity, creative direction, and real-world brand applications.