ABOUT

I had to create a brand identity design for a new analogue store in the Fitzroy District of Melbourne, Australia. The owner is Virginia Reed who is an experienced freelance photographer with a passion for all things analogue and wanted to open up a store that celebrated these products by selling them and hosting engaging workshops on site. The key requests were to make sure the identity evoked a sense of adventure, whilst staying welcoming and inspiring to her predominantly youthful, creative demographic without falling into any retro or vintage aesthetic cliches.