Smartypants Vintage.
Branding & Visual Identity, Package Design, Advertising Design
SmartyPants Vintage is an existing clothing resale store in Columbus, Ohio, specializing in high-quality, hand-curated vintage pieces for all genders. SmartyPants is seeking a rebranding opportunity to enhance its image and solidify its brand presence. They aim to leverage the nostalgic appeal of their current clothing collection inspired by the '60s and '70s and enhance their marketing efforts.
I developed a cohesive system of branded packaging and promotional materials, drawing inspiration from the organic shapes of late 60s and early 70s fashion trends. Emphasizing typography, I incorporated letterforms from the updated logo to generate graphic elements that reflect the flowing shapes reminiscent of lava lamps and popular clothing patterns of that period.
In the redesigned SmartyPants logo, I utilized the curves of the ‘S’ and ‘P’ to generate fluid motifs inspired by lava lamps and 1960s mod patterns. By incorporating a vibrant orange and vivid lavender color palette, I subtly referenced the iconic imagery of lava lamps and the flower-power movement prevalent during that era.
I incorporated the same typographic motifs into promotional packaging, such as clothing tags and shipping boxes, to establish a consistent brand identity and enhance brand recognition. My focus was on creating visually appealing and impactful packaging to increase the likelihood of Gen-Z and Millennials sharing their purchases on social media, achieving the goal of extending brand reach. Throughout this process, it was crucial to me to allow the brand’s primary intention of showcasing its historical fashions to shine through.