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    Independent Study - Branding Identity - Winter 2012

  • Overview/Brand Essence

    Horseshoes & Hand Grenades Vintage Boutique is a small brick-and-mortar business located in downtown Fredericksburg, Virginia. The focus of the store is around new and used vinyl records, vintage clothing, vintage video games and systems and vintage cameras and video equipment. Owned by a young entrepreneur with a strong connection to his customers, the store has become a place for 20-something indie/hip young adults to waltz in to any night of the week. At least once a month the store hosts a late night event focused around a band, holiday, or art showcase. The vibe is trendy without being pretentious. The owner keeps a grassroots vibe, hunting out the treasures first hand, posting an image on his way home to the store’s Facebook page to keep his customers in the know. The store projects a love of friends, family, and all things vintage.

    Key Facts

    • Horseshoes & Hand Grenades focuses on providing a “local spot” for the college crowd
    • Maintaining a down-to-earth vibe is important for the brand image
    • Owner is a 26 year old male
    • New business - low budget

    Target Audience

    • “Up-and-Comers”
    • MHHI: $53,521
    • Ages 18- 28
    • Household without Kids
    • College Graduate
    • Interested in the latest trends and technologies
    • Nightlife Entertainment
    • Social Events

    Primary Message

    Horseshoes & Hand Grenades Vintage Boutique supplies the inquisitive community with a place to purchase or ponder handpicked vintage goods.


    Clean vintage. Simple imagery that is easy to be relayed into other mediums without being too corporate. Represented as iconic and a community staple. Designer/Artsy edge with a vintage twist to keep it unique. 

    The logo mark was inspired by the shop owner's fiance's tattoo. A lover of all things dinosaur, this family-operated shop will have their month old in a "Mommy's Little Dinosaur" onesie and their three-year old naming all the dinos known to man. On a Further level the dinosaur mark also represents the vintage nature of the store- from a different time, high-quality, historic, ageless. The choice of the triceratops represents the company's three main branches: art, music, and fashion. The word mark only, is for the highest of quality items. Poachers of any horned beast will tell you that the main horn is the most prized possession on an animal. Now, we're not out to poach extinct beasts, in fact, that makes us cry-- so much so, that we donate 15% of the sale price of a marked item towards the World Wildlife Foundation.