Common Folk Vintage is a business born from love and appreciation of textiles, bred with a vision for making discarded garments and textiles into something new, ready to be loved by the next generation. The brand specializes in sustainability, reworking well loved quilts and textiles sourced from estate sales and thrift hauls into incredible one-of-a-kind garments, home goods, and accessories.
My client had a vision marrying their love of old-world americana with the modern age. The iconography of American Traditional tattooing proved to be a vessel for telling that story visually. The branding had to communicate this best of both worlds mentality built on sustainable practices, and artful repurposing.
Highlighted below are some excerpts from the design process, including the first two rounds of logo renditions as well as the final brand marks, hang tags, business cards, stickers and more that would go on to adorn these unique works of wearable art.
Give the brand wings
To retain authenticity, ultimately we left the final design & color palette open ended and versatile. A nod to the process of letting the textile tell you what it wants to become. Although the final primary logo, pictured above, was a strong visual representation of the brand ideals, I supplied several solutions for logos, intended to be used on an ‘as seen fit’ basis.
Additionally a broad range of color palette options were supplied, leaving the branding open to catalogue specific collections or the ability to change with the seasons. The final visual identity leaves flexibility and freedom for the brand to represent themselves on their own terms, similar to the artistic freedom when repurposing textile to create a new and unique work of art.
