Identity and eCommerce Solution for vintage high quality fashion
- Brand Strategy
- Web Design
- Brand Strategy
- Web Design
Murat Yumak, a passionate garment, sneaker and design object collector, asked us to create a concept for displaying and selling his archive of vintage items—a place for likewise minds to find inspiration, knowledge, and their personal holy grail to purchase. Contrary to endless hauls, container-sized shipments, and quick sells via stories and reels, that took control of the vintage market.
We drew a lot of inspiration from galleries and museums that could be considered works of art in their own right due to their architecture and interior design. At the same time, do not overshadow the art exhibited inside but rather honor it by doing so. Our starting point was an identity with the mood of 20th-century Swiss-type design and a functional webshop that is an experience on its own and a canvas that stands back to let the items shine and the story unfold.
The word-mark reflects a style as distinctive as the person that Murat Yumak is. In comparison, the identity as a whole stands out for its simplicity. As apparent as it seems, the e-commerce solution was a digital exhibition catalog. The layout is based on a strict but user-adjustable image grid or a static text-only index of the products for a custom experience. Large sterile product pictures add to the museum-esque atmosphere. The products, when sold, stay visible, becoming part of the ever-present archive.
The initial concept evolved around “Archiving, Preserving, Exhibiting” and the visual as well as tangible translation of it. The available objects have been collected over decades, some of which are over 40 years old.
Packaging was a significant objective within the identity as the objects are sold online.
An omnipresent identifying number is used to catalog the objects in the online database as well as to emphasise their uniqueness. The number is used on the hang tag, and in the “certificate of authenticity” which comes with every item sold and serves more like an “werksbeschreibung”. with the detailed product description.
A handwritten note on the envelope from Murat is underlining the personal touch that the whole brand has.
We chose GT America from the swiss foundry Grilli Type as font for the identity. GT America combines tradition and design from American Gothics and Europen Neo-Grotesk typeface. The pure finesse of the font with its tapered stems and angled spurs add a noble and elegant note to the identity.
The social media account is an extension of the website, content- and visually-wise. Product shots are complemented with images of Murat’s personal objects and loosened up with editorial pictures and portraits that add context and story to the brand.
The website and the e-commerce solution visualize the process of preserving, exhibiting, and archiving. The objects are preserved through the photos, displayed on the website, and available to view even after selling them.
The digital exhibition catalog look & feel is accomplished by a strong and clean grid combined with large and clean product images. The user can choose between 6 layout variations from 1 to 12 columns. As well as between the image-based grid and a text-based index. The various viewing modes also work as zoom and reveal additional product details the bigger the grid columns become.
The OOH campaign builds upon the strong narrative that the website already predefines. The layout introduces recurring elements of the website to the viewer, like the columns and number system, as well as the strong visual word-mark and typographic system. The unusual visual concept for a billboard generates curiosity and is an excellent introduction to the brand’s mission.