Case study
Jack Dainty Vintage brand identity
Evolution, not reinvention.
The client
JackDaintyVintage: bold vintage finds, a loyal following and a big personality, making the leap from Depop seller to independent brand.
The project
A brand evolution, flexible enough to grow beyond Depop and thrive online and in physical retail like pop-up shops.
The challenge
Draw in new customers with a bolder identity, without losing the spirit their returning customers already love.
How I solved it
Kept the iconic chequerboard, then cracked it open to let the brand’s full spectrum of colour and energy burst through.
Client
JackDaintyVintage
Scope
Branding & identity
Sector
Vintage fashion
Approach
Evolution, not reinvention
The checkerboard cracked open
The system frames content top and bottom with the checkerboard, and lets vibrant colour burst through the cracks. Three principles guided it.
Bold foundations
The signature black-and-white checkerboard stays, anchoring the identity with a confident, high-contrast base.
Bursting with colour
Seven vivid tones break free from the checkerboard, symbolising the energy, variety and fun at the heart of the brand.
Playful consistency
Fresh, eclectic type and layouts, easy to apply everywhere from a social post to a pop-up shop sign.
