A vintage shop's identity integrates classic vintage elements with a dynamic system, drawing inspiration from the art of styling
Lili Einar, originating in Seattle, centers their inventory around the piece's styling potential, focusing on capturing the ideal style, ensemble, and vibe. The brand identity is inspired by the concept of "styling", mixing different garments to create an outfit.
While exploring the possibilities in its visual identity, the ultimate goal is to help them blend seamlessly into the community; therefore, we're upheld visual elements that deeply resonate with vintage lovers. The final outcome merges a modern fluid visual identity with a decorative vintage aesthetic, allowing the brand to evolve while appealing to vintage lovers.
LOGOTYPE SYSTEM
The brand's dynamic logo system offers a range of possibilities, anchored by five distinct logotypes that embrace diverse styles within a single entity. This versatility extends further, allowing for letter swaps within the logo to create fresh iterations that symbolize "the art of styling".
TYPOGRAPHY
Typography draws from traditional Western editorial design from the vintage book I browsed. While extending the logotype system, I combine Chippewa Falls, a monoline script typeface by Chank Diesel, and Andale Mono, a monospaced sans-serif typeface designed by Steve Matteson, to strike the balance between vintage and and modern.
ILLUSTRATION
Incorporating ink-bleed printed photocopy textures into brand elements evokes nostalgia and authenticity, while crayon illustrations in regal blue provide a balanced contrast to the minimalist color palette inspired by aged paper.
ORIGINS
The brand is named after Lili Elbe/ Einar Wegener, the first-ever transgender person who underwent reassignment surgery. They inherited this antique character to express and encourage everyone to follow their own imagery through the language of fashion. The historical transgender figure thrived to fight for her inner femininity despite the prejudice from the Jazz Age society, and became a homage of the brand's inspiration.
PHOTOSHOOT
We showcase Lili Einar's selected pieces in an editorial shoot, utilizing a simple set design and a blurry halo effect to recreate the 80s-90s fashion photo vibe. Social media posts adhere to the brand's visual cues, further strengthening Lili Einar's identity.
