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Branding for a local hardware store, focused on gender equality

In this quick project (3 weeks), we were to brand a blue-collar shop in our neighborhood, setting it apart from others in its category. I noticed that the owner in my local hardware store is different, in that he never looks down on customers, regardless of their gender and masculinity (or lack thereof.)

An interpretation of the equals sign is used for the logo, then echoed throughout the project's photographic language. The colors used are blue and pink - classic for boys' and girls' toys - but with a twist.