Boetiek Vincent is the second-hand clothing store of charity SIVI, an association existing of a large group of volunteers that combat poverty. In the last few years, the store lacked name recognition beyond the bystreets and wanted to be seen as a trendy store in Ghent where not only the less fortunate, but also young families and people who care about sustainability, could shop.
Through analysis and close collaboration with the Boetiek Vincent team and its customers, we realized that Boetiek Vincent desperately was in need of a consistent brand identity.
To make the communication clear and universal for people from different cultures, the identity was kept simple. Cartoonish illustrated hand gestures are used throughout the identity to cross the language barrier and spread a certain message. To reduce costs in printing, and with sustainability in mind, everything was printed in black and white on ecological paper.