Because second-hand should be first choice.
Project Scope
Second Act Op Shop is a second-hand opportunity store located in a retirement village on the Northern Beaches of Sydney. They required a complete re-brand, appealing to the young adult demographic while visually communicating the op shop's values of environmentalism and being the helping hands of the local community.
The project involved a new name, full logo suite, colour palette, typographic system, imagery, symbolic illustrations, social media content, signage, printed collateral and merchandise, a website and an in-depth set of guidelines to implement their very own brand identity.
Their Mission Statement:
To be the helping hands of the planet and its people.
Behind the Logo
Universally, hands represent helping others, volunteering & generosity. Two hands are a nod to being second-hand.
‘Second Act’ is a metaphor for the second life or story we can give to clothes.
The bold green & bright yellow reflect sustainability & attract Generation Z.
Brand guidelines allow anyone implementing the Second Act Op Shop brand to have a clear set of instructions as to how, when and why to use brand elements. They also provide insight into when these guides are and aren’t flexible.
