This is a project about getting people to reuse clothes to reduce waste and make the environment better. I branded a sub brand of St: Vincent De Paul, a giant in second hand shopping in Australia. I chose to call it VDP, short for Vincent De Paul. The connection to SVDP is not to be obvious in the concept, it's rather to be targeted to fashionistas as a new and fresh second hand shop. It's supposed to be situated in Paddington, the center of fashion in Sydney. It's all about fooling young people to save the planet.
I made a logo, paperbag, hangtag and invitation to premiere opening. It's supposed to be screen printed with only one color on 100% recycled paper, everything to make it as sustainable as possible without having a label saying "We're saving the world!".
Let's fool fashionistas into saving the world!