Hide & Seek is an inventive, modern vintage shop selling preloved goods with a focus on unique shapes and colour.

The goal was to design a brand identity that is both artistic and interesting, just like their curated selection of vintage goods.
They want their customers to feel nostalgic and inspired by the purchase of their products. Cool but not pretentious, retro with
a touch of modern.

Hide & Seek's mission is to help draw out their audiences' inner artists. They attract people in their late 20s-early 30's who appreciate a good nod to decades past. Their audience likes to collect pieces for their home or workplace that are unique in shape, colour and texture. They can tend to be minimalists, so the products they typically look for will also be practical as well.​


A little bit behind my thinking of this branding - I wanted to create a logo suite that had a lot of personality to match the vibe of Hide & Seek's preloved goods. The icon was inspired
by retro eclectic chairs, with added dots to create a quirky looking face ;P

The wordmark logo was created from scratch, hand drawn on
my iPad and then vectorised on Illustrator to be nice and sharp!
I added prominent ink traps to the wordmark, these are notches added to typefaces to minimise ink spread when printed so that letterforms stay super crisp. This technique was used a lot back in the day in print design, these ink traps add a nice retro touch.

The name stems from seeking out hidden treasures and giving them a new home, it's about bringing the past back to life!

hide & seek

the vibe:

scope of work:

retro, bold, modern, quirky, colourful, eclectic

Branding, collateral

Hide & Seek is an inventive, modern vintage shop selling preloved goods with a focus on unique shapes and colour.

A little bit behind my thinking of this branding - I wanted to create a logo suite that had a lot of personality to match the vibe of Hide & Seek's preloved goods. The icon was inspired by retro eclectic chairs, with added dots to create a quirky looking face ;P

The wordmark logo was created from scratch, hand drawn on
my iPad and then vectorised on Illustrator to be nice and sharp!