Something Old Something New is a neighbourhood thrift-shop wholly owned by Simei Care Centre. The thriftshop serves as a financial arm to support the services of Simei Care Centre, to help re-integrate psychiatrically disabled patients back to society.
The objectives of this re-branding project was to elevate the brand positioning, embrace its honest and benevolent brand personality, and also to magnify the dignity of the thrift-shop. We gave SOSN a fresh new personality, and a voice. The focus was also on representing a never ending cycle of giving and taking within the brandmark and supporting graphics. A series of creatives and system was introduced to improve the brand experience and make donating and purchasing convenient and self-sustainable.
