VULGAR: Concept Branding
VULGAR is a independent vintage store located in Sheffield’s Devonshire Quarter, inspired by past trends and subcultures, VULGAR stocks everyday vintage and designer clothing from the 90’s and early 00’s.
The aim of this rebrand was to communicate the strong visual identity of the store as well as their overall ethos that referenced VULGAR as a vintage clothing shop and ‘Vulgar’ as a definition.
Each letter from the VULGAR logo was scanned and edited from various books and magazines from the 80’s up until the early 00’s, referencing a direct connection towards VULGAR and their love of past design and vintage fashion. The decorative frames included as part of the branding were also scanned from a book first published in 1973, titled ‘Copyright-Free Decorative Frames and Boarders’ by Edmund V Gillon Jr.
The branding shown, although subjective, can be seen as a tribute to all things vintage and ‘Vulgar’, visually communicated in a way that celebrates the unique character of VULGAR’s retro charm within a commercialised setting.