I MADE A CONCEPTUAL REBRAND FOR A LOCAL STORE IN BELLINGHAM, WASHINGTON.
Ragfinery sells sewing notions, craft supplies, and other odds and ends. What makes them unique is that almost all of their items for sale are donated. They have bins of scrap fabric, buttons, vintage quilts, and more to dig through.
THEIR MAIN CUSTOMERS CONSIST OF GRANDMOTHERS AND COLLEGE STUDENTS.
The biggest challenge in this project was finding an aesthetic that could appeal to both ends of this spectrum. Ultimately, I tried to lean into a vintage aesthetic that is both familiar to the elderly and trendy to college students.
Keeping the design simple made it easier to navigate, and the inclusion of a vintage mustard color added an interesting edge.
THE AESTHETIC HAD TO BE BOTH EASY TO TAKE IN AND CONCEPTUALLY RICH.
This scrappy collage approach demonstrates the potential of what might initially appear as just scraps. With the use of minimal copywriting, the viewer can become inspired to upcycle used materials into something new and valuable.
The basic shapes throughout the brand are reminiscent of odds-and-ends that might be found in a junk drawer, which ties in well with the new brand's narrative. These fundamental shapes are applied not only to the collages, but to the new logo itself, along with a set of icons used in Ragfinery's website.
THIS PROJECT COULD BE THE TIP OF THE BRANDING ICEBERG.
While keeping core elements of the brand the same, the color palette and illustrations can easily be swapped out.
Ragfinery could choose to showcase different local creators whose projects reuse fiber arts. By keeping the bones of the brand timeless, Ragfinery can restyle their aesthetic to remain appealing both today and into the future.