Based in Chicago's wicker park neighborhood, Kokorokoko is a vintage store selling 80s and 90s themed clothing, accessories, and collectibles. the store is a favorite among young, urban shoppers. after doing some initial research, visiting the store several times, and speaking with one of the store's owners, sasha, i was able to compare kokorokoko's current brand identity with the look and feel that they were hoping to achieve.
Before designing an identity for Kokorokoko, I did a fair amount of research to fully understand the culture and objectives of the business. Upon visiting the store, I noticed the quirky retro look that was lacking on the store’s website, social media, and collateral. A bright, funky pattern on the walls complemented the displays of cassette tapes, Spice Girl Barbie dolls, and issues of Playboy Magazine. I decided then and there that this is the energy I wanted to convey in their identity.
I explored a range of possibilities for the new logo
the final logo was inspired by the geometric forms found in 80s and 90s art/patterns. the decision to shorten the name from kokorokoko to koko was based strictly on the need to create a logomark that is short, simple, and memorable. I did design a variation of the logo, with the full name of the brand, for use on store signage.
the final logomark
LOGO VARIATION
i designed a set of patterns that emulate the energetic, playful patterns of the 80s and 90s.
STATIONERY SET
BUSINESS CARD
SHOPPING BAGS
employee uniforms
HANG TAGS
CLOTHING TAG
GIFT CARDS
MOCKUP OF STORE FACADE
BILLBOARD
POSTER DESIGN
finally, i created a style guide to ensure that all aspects of the new brand identity--including logo, typography, color palette, icons, patterns, and more--could be easily incorporated into kokorokoko's future work.
