Haberdashery Anonymous
Concept: Inconspicuous Appeal
Target: Young adult males looking for brand-name quality accessories
<Identity and Packaging Program>
Concept: Inconspicuous Appeal
Target: Young adult males looking for brand-name quality accessories
<Identity and Packaging Program>
The Haberdashery Anonymous portfolio project was a 10-week long independent project that incorporated identity development, a packaging system, a catalogue, and a stationery system. Haberdashery Anonymous is a fictional gentlemen’s accessories store (haberdashery) that caters to young adult males and is located in the trendy Yaletown district in Vancouver, Canada. The store is homage to the essential elements of urban space that we often take for granted. Hence, the concept of the project is, “Inconspicuous Appeal.” Take for example an old library sign-out card, or the generic invoice slip from an office: materials so ingrained into our lives that they practically “disappear” from our consciousness, but if you take some time to look at their line textures, their typesetting, their shape, you will notice that the reason they “disappear” from your consciousness is that they are so well-designed. This is the core of the “inconspicuous appeal”: the products and design of Haberdashery Anonymous should be practical and stylish, but never at the expense of taking attention away from its user.
The products of Haberdashery Anonymous are for men with refined tastes but modest personalities. The clientele enjoys high-quality goods, but avoids big-name luxury brands because he is reluctant to let the brand of his items define him. There is a consistent effort to maintain a sense of anonymity in this project’s products. The photography of cityscapes on the packages deliberately avoid landmark buildings, the men in the photographs look like the everyday person; often some parts of their faces are cropped out — this can be any city; he can be anybody. The United States in the early- to mid-twentieth century witnessed a style revolution that introduced the idea of the gentleman. Charming, well-dressed, and chivalrous, these men defined an age where good conduct and good manners is an attractive quality in a man. Through the use of black and white photography from this age, I intend to link Haberdashery Anonymous’ character to the appeal of the gentlemen from that era.
Photos: Thomas Law
The products of Haberdashery Anonymous are for men with refined tastes but modest personalities. The clientele enjoys high-quality goods, but avoids big-name luxury brands because he is reluctant to let the brand of his items define him. There is a consistent effort to maintain a sense of anonymity in this project’s products. The photography of cityscapes on the packages deliberately avoid landmark buildings, the men in the photographs look like the everyday person; often some parts of their faces are cropped out — this can be any city; he can be anybody. The United States in the early- to mid-twentieth century witnessed a style revolution that introduced the idea of the gentleman. Charming, well-dressed, and chivalrous, these men defined an age where good conduct and good manners is an attractive quality in a man. Through the use of black and white photography from this age, I intend to link Haberdashery Anonymous’ character to the appeal of the gentlemen from that era.
Photos: Thomas Law
