AVGD IDENTITY

Challenge: Design a visual identity for a niche second-hand store specializing in military classic apparel, positioning the brand as offering curated, clean vintage pieces in contrast to the surplus 'unready-to-wear' selections of typical vintage shops. The identity should appeal to well-groomed men in their 30s and 40s seeking a refined, boutique-style shopping experience.

▲ Layout based on custom grid system

The design taps into military camouflage’s heritage of concealment, with an AVGD logotype that emerges from darkness through animated light sheens. Set in a dog tag-inspired shape and broken into shifting grid patterns, the identity transforms military classics into contemporary design, echoing the brand’s refined approach to vintage curation.

Tools Used	Blender, Adobe Illustrator, Photoshop, InDesign, After Effect
Fonts Used	Bicyclette, Gentium Plus
Extra Info	This work is school project. Not Commissioned.