Secondhand-Boutique

Master Thesis/Pro bono — 2023

The Mantra: Giving & Taking

The pro-bono association wert.voll (the german word "wertvoll" means "valuable") consists of a secondhand boutique, which is open to all citizens, as well as a food market for people with little income.

The project consisted of the creation of a new visual identity, the start of social media accounts, the design of a website, print objects and the shop sign.
 
Part of the research methods were a workshop with the team, qualitative and interactive interviews with possible clients, and last but not least the reflection and application of adjacent theories and projects.

You can read more about the theoretical part here.

With the slider in the middle of the image, you can switch between the old and the new logo. You can see that now each department has its very own colour palette and symbol.
 
The wordmark is the same for both departments of the association. It is based upon the font Comba, but I customized it. I reduced the font-weight, changed the middle line of the “e” and joined the V and O together.
 
The hands can be interpreted as a crown that sits on the wordmark. This supports furthermore the value of the brand.

The association organized an intergenerational fashion show, and this was the first opportunity for me to test out their new corporate identity. Here you can see a flyer, which was distributed to every household in the region.

The colour palette of the secondhand boutique is monochromatic and consists of different blue tones. A lot of people think of pre-loved clothes as unhygienic or outworn. The bright blue and the striped pattern on the other hand are associated with freshness and cleanness and in this way change the reputation of Secondhand.  

© KLARA HIRSCHBÜCHLER 2024