Seconds is a Cape Town-based vintage and second-hand clothing brand that aims to create awareness surrounding the fast fashion industry. Seconds consists of carefully curated vintage and secondhand pieces found with love and passion.
I drew inspiration from Sam’s (owner) collection of clothing pieces. She sources clothes from all different charity shops around South Africa. The bright colours of the clothing needed to be expressed into a bright visual identity. Her pieces and aesthetic of her photo shoots oozed a psychedelic, 60s and 70s feel, so by merging the morphing the letters into a wave-like shape I created an impactful brand stamp reminiscent of the era’s favoured typography.
Left: Clothing label tag | Middle: Final Logo | Shopper bag design
One colour option of final business cards