_CONCEPT & BRANDING
The branding, visual style and tone of voice were inspired by WW2 Britain, in keeping with the simplistic, utilitarian and distinctly british approach requested by the client. The name ‘Civvy St.’ was taken from slang meaning civilian life, tying in with the household goods store.
Sustainability was a key principle to consider; as well as using recyclable papers, the packaging was designed to serve a dual purpose with WW2 recipes printed on the back, which could be cut out and re-used, reducing the wastage of materials.
The Civvy St. e-commerce site was designed to be utilitarian and simplistic, with functionality taking precedence over aesthetic. The Civvy St. e-commerce site was designed to be utilitarian and simplistic.
Civvy St. E-commerce Site