TASK
Identity for a concept store with a curated selection of contemporary design objects
BRAND & CONCEPT
Each of the objects of This & That has not only a concept, but also a unique personality — the designer who develops the object, the curator who finds it and the buyer who associates himself with the object. Also, the creators and audience of This & That are very unique people who are selective about everything they bring into their lives and build an environment around themselves that is close to them.
Thus, distinctiveness and individuality become important concepts for the store, since these traits are shared by both the items the store sells and the people who are associated with it.
This & That is about embodying individuality, uniqueness and personality through connection with an object. Thus, the idea of character and individuality becomes the basis for the identity of the concept store. The elements that are associated with conceptuality, character and personality were chosen as identity constants.
