DISCOVER ALADDIN'S CAVE
NWLA ReUse Shop
The ReUse shop was established in 2015 with the fundamental purpose of diverting usable, second-hand items from the waste stream. Since May 2021 alone, it has successfully diverted over 40,000 kgs of items. The shop is stocked entirely by resident donations and items brought to RRCs for disposal, offering them back to the community at very affordable prices. The rebrand was initiated to ensure the shop’s visual identity matched its style, ethos, and growing importance in the community.
Background and Challenges
Moving beyond the perception of a traditional 'dump shop' and create an atmosphere that reflects its quality stock (vintage, rare items, upcycling treasures) and progressive, circular-economy mission.
Capitalising on two major societal trends—the Climate Emergency (shifting from a "disposal mindset") and the cost of living crisis (making second-hand shopping a budget-friendly norm). The rebrand must normalise second-hand shopping and position the shop as a "treasure trove" and an "antidote" to cheap, disposable flat-pack items.
Visual Identity System
Logo: A new, distinctive, and versatile logo that captures the shop's vibrant, circular ethos.
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Color Palette: A "vibrant" and memorable color scheme.
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Typography: Accessible and legible fonts suitable for both large signage and internal communication
Physical Branding
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External Shop Fascia/Signage: High-impact, highly visible signage for the Kings Road RRC location.
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Interior Branding: Signage, wayfinding, and point-of-sale materials within the shop.
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Marketing Collateral: Basic templates for digital or print promotional materials to announce the rebrand.
Logo
The main logotype uses a bold, distressed, and slightly chunky aesthetic. It feels approachable, fun, and far removed from a traditional, corporate, or 'waste' feel.
The texture is specifically inspired by a paint-brush effect. This directly references the shop's desire to run upcycling workshops and encourages customers to think of items as raw materials for creative projects. The hand-drawn texture gives the identity a unique character, mirroring the unique and non-standardised "treasure trove" of items sold in the shop.
Colour Palette
The colours were carefully selected to balance the client's existing preferences with the need for a modern, energetic, and distinct look.
Deep Teal: This provides a strong, sophisticated anchor. It represents sustainability, nature, and the environment without feeling overly sterile. It gives the brand a solid, trustworthy foundation.
Mid-Teal: A lighter, more vibrant shade used for accents. This maintains a fresh, modern feel, avoiding a dated aesthetic and directly contributing to the "vibrant new look'.
Bright Orange: This is the crucial offset color. It injects high energy, warmth, and visibility. The orange acts as a call-to-action, drawing the eye to the logo and key information, making the shop highly visible on signage and promotional materials (e.g., the tote bags and price tags).
The logo in Use
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