Currently vintage shops, markets and stalls are a very popular trend, this rebrand takes advantage of this trend to Oxfam as a more ethical, vintage charity. Over the years one of vintage store like COW or Blue Rise have captured this market commercially via visual style yet with the same content and target market as Oxfam stores.

Oxfam was seen as ‘older’, ‘less cool and trendy’ and ‘more grandma like’ than the other store by a focus group of the target market this rebrand is in aim of altering this common perception. 

The rebrand cover the charities print media, social media and also digital media channels as to be a complete redesign even including the brands branch off music charity event Oxjam festival and brand.