Strawberry Mountain thrift
BRANDING | ART DIRECTION
Driven by the goal to level-up the buy, sell, trade market, Strawberry Mountain redefines sustainable style by curating recycled and second-hand pieces, promoting a wardrobe that reflects both individual expression and showcasing fashion at it’s peak from all different eras. Beyond fashion, Strawberry Mountain is a community hub, fostering collaboration with local artists and entrepreneurs, providing a platform for them to showcase and sell their creations.
OVERVIEW
After extensive research on the demographics and retail landscape of Denver, Colorado, it became evident that the city harbors a sizable population under the age of 37, with numerous thrift stores dotting the downtown area, primarily chain establishments. To position Strawberry Mountain as a distinguished destination within this competitive market, it was imperative to stand out. Initially, the branding lacked distinction, featuring a chunky script font without accompanying iconography. Introducing a character, such as a strawberry adorned in ski gear, into the branding can foster a deeper connection with customers. This character will serve as a recognizable symbol for Strawberry Mountain, facilitating effective promotion through reusable tote bags, community events, and their own line of upcycled clothing.
APPROACH
TRADEMARK | VISUAL IDENTITY | SOCIAL MEDIA | ADVERTISING | EVENTS | DIY KIT | TAGS | REUSABLE TOTES
DELIVERABLES
ACHIEVEMENTS
Honorable Mention, Graphis | 2024
FASHION AT ITS PEAK
During an exploration on strawberry-themed apparel, I came across a knitted beanie that mimicked a strawberry, complete with a puff ball on top that represented the leaves. Inspired by this shape and other elements of winter clothing like ski goggles, a distinctive icon for a thrift store specializing in winter wear was conceptualized. The selected font reflects the retro and vintage styles popularized in the 1970s, an era highly valued by vintage clothing enthusiasts.
TRADEMARK
ALTERNATIVE MARks & 3d treatment
Taking pieces from the original trademark and using a retro 3D effect, I created a small system of other brand elements that can be used in place of the formal trademark, like on stickers, tote bags, social media, etc.
type & color palette
GOLDEN SEEDS
R: 250 G: 166 B: 43
C: 0 M: 40 Y: 93 K: 0
SUMMIT SORBET
R: 242 G: 134 B: 165
C: 0 M: 60 Y: 12 K: 0
JAM JAR
R: 214 G: 30 B: 67
C: 10 M: 100 Y: 73 K: 1
STRAWBERRY TOPS
R: 6 G: 148 B: 71
C: 86 M: 17 Y: 100 K: 3
BRAND VALUES
We prioritize the curation of recycled and second-hand pieces, fostering a conscious approach to fashion that contributes to a greener, more sustainable future.
SUSTAINABle style
Strawberry Mountain is a destination for all fashion enthusiasts, from the minimalist to the maximalist, encouraging self-expression without compromise. Our carefully curated collection spans eras, providing a diverse array of options for individuals to express their unique style.
self expression
fair exchange
We promise a fair exchange in every aspect of our business. From paying fair prices for your contributions to charging reasonable prices for our curated pieces, we uphold a commitment to transparency and fairness.
Located in Denver, Colorado's vibrant Santa Fe Art District, Strawberry Mountain benefits from its central location and vibrant atmosphere. This dynamic neighborhood hosts popular events like "First Friday Art Walks" and "Third Friday Collector's Previews," attracting a diverse crowd of locals and tourists monthly. Recognized as one of Colorado's Creative Districts, it houses over 30 art galleries, studios, and innovative businesses, making it an ideal setting for a community-engaged thrift store.
LOCATION
Competition landscape
In Denver, many corporate competitor resale shops, like Goodwill and Arc Thrift, lack personalization and local connections. Strawberry Mountain stands out with its buy-sell-trade model and strong community engagement. Already supporting local artists and hosting yoga nights, it's poised to expand initiatives like DIY nights.
DELIVERABLES
social media
By utilizing various fabric textures as backgrounds, Strawberry Mountain's social media achieves cohesion across posts while emphasizing its commitment to sustainability and textile usage through upcycling. The top three pinned posts on the feed outline the buying, selling, and trading processes for new customers.
Textile backgrounds
sales & product launches
Incorporating the strawberry leaf element from the trademark, additional text posts can convey information about sales, product launches, and promotions offering in-store credit. This design distinguishes itself from image posts, making it easily recognizable as essential information for enhancing the shopping experience of customers.
lIFESTYLE
Drawing from my previous experience working in a resale store, I understand the importance of effectively showcasing products. In this case, the staff models the products at various locations around Denver. They carefully curate outfits from the racks, highlighting what they believe to be the best products in the store. The images subtly incorporate the strawberry leaf motif, blending seamlessly into the overall feed.
advertising
fashion exchange, eco change
This campaign underscores Strawberry Mountain’s commitment to sustainability by shedding light on the fashion industry's waste. Fast fashion, a significant contributor to pollution, produces billions of garments annually, many of which end up in landfills. By presenting these alarming statistics, the campaign captures the attention of Denver's younger demographic and offers an alternative: building a fashion collective through trade and resale, rather than perpetuating the cycle of buying new clothing.
Drawing on the concept of personal fashion eras, Strawberry Mountain positions itself as the ultimate shopping destination, offering a diverse selection of unique fashion items. The tagline "Fashion at its peak" highlights the lasting quality of clothing and emphasizes how purchasing used items can yield the finest pieces for your wardrobe.
In their era
Building upon its current events and programs, DIY Night at Strawberry Mountain provides customers with an opportunity to repurpose ripped or damaged items into new creations. With access to vintage sewing patterns and in-store sewing machines, customers can collaborate with experienced artisans to craft unique pieces. For those less familiar with sewing and upcycling, simpler DIY projects such as personalized reusable tote bags are also available.
diy Night
For individuals that want to participate in a DIY on their own time, or quickly alter a new piece they just bought, Strawberry Mountain offers an on-the-go sewing kit. The customized pouch contains basic sewing supplies including needles, thread, fashion tape, pins, etc.
