Orchard St.

Brand Overview

Brand Overview

+Illustration
+Branding
+Art Direction

+Illustration
+Branding
+Art Direction

Orchard St Paint Supply is a Lower East Side shop that doubles as both a paint supply store and a small art gallery. Their branding emphasizes accessibility and community; open seven days a week with unusually late hours, they position themselves as a hub where graffiti and street artists can stock up on essentials like spray cans, markers, mops, and zines. While also engaging with rotating galley shows and openings.

Orchard St Paint Supply is a Lower East Side shop that doubles as both a paint supply store and a small art gallery. Their branding emphasizes accessibility and community; open seven days a week with unusually late hours, they position themselves as a hub where graffiti and street artists can stock up on essentials like spray cans, markers, mops, and zines. While also engaging with rotating galley shows and openings.

Brand Direction

Orchards identity is founded on a visual language that reflects the environments where writers operate.

Every icon and object is pulled from the environments where graffiti actually happens street corners, infrastructure, and overlooked urban materials. The brand doesn’t depict graffiti culture it playfully builds from its enviroment.

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Illustration System

Character and world building to echo the brands voice and reach the correct audience.

Developing a consistent visual language that engages the right audience was at the heart of this project. Creating a visual environment that the brand can iterate, continually be playful with, and reflect the brands voice was at the main priority.

Brand Voice

A self-aware brand:
a brand that knows it's a brand.

Orchard St.’s voice is playful and self-aware, operating with a clear understanding that it is performing for a specific audience. Drawing inspiration from classic comics, aware they were in a comic, our character "Balam" too is aware of his audience and acts out acordingly.

Storefront

Trademarking

Primary Mark

Logo Standards

"The Human Head logo is reimagined as three distilled, stylized forms, each representing a different kind of listener. The system reflects the diversity of taste and identity that defines both the store and Brooklyn itself. "

The logo reduces the human form to three essential, stylized heads, each representing a different kind of music listener. Different perspectives, one shared obsession, sound.

Secondary Marks

Merchandise

Packaging

Illistration Style: Breakdown