The retail strategy here was to bring together all the items that were in-store all year long as basics.
This “new” collection would be called “Basically Awesome”. Any item that would falls under these criterias would have this hangtag on it. It was a way to leverage these key items that were already successful with a new spin on it. I’m being discreet about the client because the collection has not (yet) hit the market.
So, because these items were always in-store, no matter the trends or the season, I wanted to create a logo with a vintage feel. Something that feels old and traditional. Something that you can always rely on. This is how I came up with the back and white crest, with distressed typefaces.