We're in the process of writing a full "the process behind ..." post on this work, so you can get a bit of an insight into how we go about creating identities for companies, but until then, we thought we'd introduce you to Salad Days Interiors - a vintage antiques company based in Suffolk. Sherry, the owner and founder of Salad Days Interiors came to us with an ambition to continue to build upon the growth she had seen from the shop, and wanted to finally give it a proper identity and brand that would draw people in.
The initial brief we were given was very open, but the goals were clear. The only thing that Sherry definitely wanted to get across was the feeling of nostalgia and going back in time as people looked at the logo, and she wanted it to intrigue people. So, we went to work with that and did loads of research to find all the design styles and elements from that era that we thought would work. We also looked at the antiques industry as a whole; particularly competitors in the area. We don't want to offend anyone working in this industry, but the design styles are very bland, and no one is trying to appeal to younger people and get them interested in vintage and retro antiques, based on our research.
So we wanted to do the exact opposite of those companies, we decided to make things as bold and as clear as possible, while still trying to keep the designs quite modern, but with a vintage feel. We realise that's an oxymoron - but we wanted to use vintage design principles to keep in our toolkit for this new identity.
From there we looked at different ways to communicate what Salad Days Interiors was all about. Our main focus was to great different messages that could be used on a variety of print media in order to give the audience an idea of what to expect as they walk into the shop, or if they just have one of the postcards posted through their door. After a couple of A3 sheets worth of messaging, we finally decided upon "Great design deserves a second chance" as the lead message. We wanted to capture the incredible build quality of these vintage antiques and furniture, we wanted to show people the value of buying vintage, and give the products a bit of a personality. We then had a variety of other messages to work alongside these on other print promotion, social media and in the shop on different boards. Through doing this we hope to create a new way of thinking about vintage antiques and furniture - and show people the beauty in buying vintage and retro products. Not only are we capturing what so many love about vintage items, but we're also giving younger people a brand that they can identify with.
The finished product is a clean and simple identity, with a nod to the design styles of the past. We wanted to go for a completely fresh approach to antiques, while still making sure that they key aspects of the brief were met. A few of the final designs are below, let us know what you think! As we mentioned above, we will explain this whole project in more detail in a future blog post, but until then, go and check out Salad Days Interiors on social media: