silly market
2023
CATEGORY
branding
PROJECT TYPE
thesis work
ROLE
illustrator / art director
the brief
As part of my thesis work, marking the end of my studies at Linköping University, my friend Moa and I made it our quest to identify small, local brands in need of rebranding. During a stroll through the city, scouting for potential clients, we stumbled upon ”Silly Market,” a small vintage shop marked by a weathered and old storefront sign. It was unreadable and modest. After entering the shop, it became evident that it held a trove of hidden treasures, a discovery that fueled our determination to bring its unique offerings into the spotlight.
the process
Since our project aimed to revamp the shop’s branding, we began by researching the brand, and the vintage market, collecting valuable data. This research led to the design process, starting with brainstorming for the core concept that we would base the logo on. We chose to create a French-inspired mascot since it aligned well with the brand’s values: vintage, quality, personality and inclusivity.
A variety of mascot ideas were generated through a brainstorming session, that then were visualized through sketching sessions. After careful evaluation, we selected a winning design: a poodle with a beret and sunglasses, embodying vintage, charm and elegance. The sketches were then refined into the final artwork.
sketches of maskot
In the process of designing the logo, the second step was to design a wordmark. Here, our goal was to create something with a distinctive and quirky personality, yet maintain simplicity to contrast the detailed mascot.
The wordmark was later combined with the brand mark to create a final logo design.
wordmark variations
final logo design
the final product
Ultimately, the project culminated in the creation of a graphic profile that was compiled into a manual. The manual included a selection of fonts, colors, use of the logo, patterns, icons as well as mockups to visualize the application of the graphic profile on products.
brand manual