Modulated Branding for Online Thrift Store
The Problem:
Buying new encourages a culture of consumerism, leading to more goods being produced and discarded, rather than promoting sustainability.
But buying second hand is more challenging and time-intensive than buying new. To catch the best deals on unique second hand treasures, you need to monitor multiple websites and sift through numerous products that do not suit your tastes.
The Solution:
Unnew aims to make shopping second hand as effortless as shopping new. No longer will you have to search far and wide for one-of-a-kind deals.
Our online platform allows you to browse second hand products listed on many different sites. A user-friendly interface with customizable search filters and viewing formats ensures that you will only see the products you want in the way you want to see them.
Join us in our mission to reduce the global carbon footprint linked to the unnecessary production of new products.
Logo, Colours, Typefaces
Typefaces:
Logo: Eina 01, modified
Tagline: Helvetica
A key objective of my branding is to visually convey the concept of multiplicity, reflecting the vast array of secondhand products just waiting to be explored on the Unnew app. With so many fantastic items already out there, there’s less need to purchase new.
I used the ‘NN’ logo as a foundation for the evolving motifs throughout my branding. The various arrangements of these motifs are designed to echo the individuality of secondhand products.
EF6144
6D9E86
00383B
EF6144
934B01
016B67
I captured the essence of “unnewness” through a distinctly retro color palette.
Poster Series #1
Designed to be displayed in sets of three, these posters are intended to catch the attention of every passerby. The variety of items showcased highlights the vast selection available for purchase on the Unnew website. I carefully selected the images to convey that second-hand items are not inferior—in fact, they can be even more beautiful and unique than new products. Additionally, I chose them to complement my brand's signature background colors.
Poster Series #2
For the secondary poster series, I took a more minimalist approach, featuring the logo on a larger, more abstract scale to create a sense of intrigue—leaving viewers wondering, 'What is this poster advertising?
Instagram Ad
Premier Gift
Crafted from upcycled fabric that would otherwise be discarded, each of my tote bag designs for the Unnew promotional campaign is completely unique. Reflecting this individuality, the totes are embroidered with different variations of the ‘NN’ motif.