More Than a Fad began on Instagram with one woman selling her clothes to raise money for Adeara Recovery Centre (Adeara is a long-term, accredited addiction recovery centre for women and their children). Her endeavour led to a brick and mortar thrift store. The goal for the identity was to create a brand that highlights their mission in a way that simultaneously encourages secondhand shopping.
The logo features an ellipsis to convey the idea that helping others isn’t a fad, but rather an ongoing mission.
The rest of the identity uses a modular illustration system that is reminiscent of mid-century modern design to give it a vintage flair. This can be seen and experienced at every touchpoint—from their online presence to the interior and exterior of the store.
We worked closely with the More Than a Fad team over several months to make sure each piece was executed well, on-brand, and on time for their grand opening to the general public as well as their seasonal campaign announcements.