FoundRewound Identity
Identity design for a new analogue store in the Fitzroy District of Melbourne, Australia. Virginia Reed is an experienced freelance photographer with a passion for all things analogue and wanted to open up a store that celebrated these products by selling them on and hosting engaging workshops on site. The key requests were to make sure the identity envoked a sense of adventure, whilst staying welcoming and inspiring to her predominantly youthful, creative demographic without falling into any retro or vintage aesthetic cliches.
This style tile laid the foundations for FoundRewound's visual identity and tone of voice. From this point, the image treatments developed to capture the real earthy and raw analogue textures combined with the brands exciting and adventurous colour palette.