The project at a glance
Client
JackDaintyVintage
Scope
Branding
JackDaintyVintage had the vibe, bold vintage finds, a loyal customer base, and a unique personality, but the branding hadn’t caught up. I evolved their identity to better reflect the fun, colourful and eclectic world they’ve built, while creating a system flexible enough to grow beyond their Depop roots and thrive on their own platform.
This project was about evolution, not reinvention. The iconic chequerboard remains, now cracked open to reveal the brand’s full spectrum of energy.
The vision
JackDaintyVintage wanted to make the leap from Depop seller to independent vintage fashion brand, without losing their loyal audience. The goal was to create an identity bold enough to draw in new customers while keeping the spirit their returning customers already loved.
The identity needed to be vibrant, adaptable, and instantly recognisable both online and in physical retail spaces like pop-up shops.
The creative direction
I built the creative direction around three principles:
01
Bold foundations
The signature black-and-white chequerboard remains as a nod to the brand’s origins, anchoring the identity with a confident, high-contrast base.
02
Bursting with colour
Seven vivid tones, red, orange, yellow, green, blue, pink, and purple, break free from the chequerboard, symbolising the energy, variety and fun at the heart of the brand.
03
Playful consistency
Typography and layout systems were designed to feel fresh, eclectic and energetic while remaining easy to apply across every touchpoint, from a social post to a pop-up shop sign.
The design system
The final system keeps the boldness of the original brand while unlocking a new level of flexibility. The chequerboard frames content at the top and bottom of assets, with vibrant colours bursting through the cracks.
The outcome
The refreshed identity was met with overwhelmingly positive feedback from both the client and their audience. Pop-up shop branding attracted increased foot traffic, with customers commenting on how the visual style drew them in. Online, the new look gave JackDaintyVintage a distinct presence that feels every bit as vibrant and eclectic as their clothing collections.
The brand now has a strong, adaptable identity that works across physical and digital spaces and a platform to grow well beyond its Depop beginnings.