Tumbleweed

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  • Tumbleweed Commentary 00:00

Client
Tumbleweed

Industry
Retail

Disciplines
Brand Identity
Environmental Design

 

Y2K
Tumbleweed is a clothing boutique in the Alberta Arts District of Northeast Portland, Oregon. The shop began not as a shop, but as a handmade dress store in the founder’s backyard. Since its inception in 2000, Tumbleweed has grown to become an established brick and mortar outlet featuring a much-loved, curated selection of hard-to-find fashion from around the world.

However, they were still using the same visual identity from 2000.

 

Dollywood
Tess and Peter have a favorite quote from Dolly Parton: “Find out who you are, and do it on purpose.” When they first started talking about the project, that was one of the first things they shared with both the owner and manager of the shop. Tumbleweed had a great history, a loyal following and a constantly evolving, fashion-forward inventory. All great things to build on when finding out who you are.

 

Floor Show

All meetings throughout the project took place at Tumbleweed after hours. This provided a large amount of empty floor space. Tess and Peter took the opportunity to develop the first Studio DAD Floor Presentation™. They printed every presentation deck and laid them out on the floor of the boutique. Everyone was able to see the entire presentation at once—to walk around it, spend time with it. It proved to be one of Studio DAD’s most successful presentation styles.

The visual exploration centered around perspectives on actual tumbleweeds (lechenaultia divaricata). Tess and Peter looked at various representations of tumbleweeds themselves, the paths left as they roll across the plains and the shadows they create in the Western sun (amongst other concepts). The winner was a modern, simplified execution that used just two shapes. This logomark was also broken apart to create secondary graphic elements. To further differentiate the brand, the chosen color palette was visually striking.

The identity was executed throughout the shop, as well as on collateral, signage and environmental graphics. At Tumbleweed’s first trunk show after the rebrand, a longtime customer even brought in a cake emblazoned with the new logo. Success.

Text

Client
Tumbleweed

Industry
Retail

Disciplines
Brand Identity
Environmental Design

 

Y2K
Tumbleweed is a clothing boutique in the Alberta Arts District of Northeast Portland, Oregon. The shop began not as a shop, but as a handmade dress store in the founder’s backyard. Since its inception in 2000, Tumbleweed has grown to become an established brick and mortar outlet featuring a much-loved, curated selection of hard-to-find fashion from around the world.

However, they were still using the same visual identity from 2000.

 

Dollywood
Tess and Peter have a favorite quote from Dolly Parton: “Find out who you are, and do it on purpose.” When they first started talking about the project, that was one of the first things they shared with both the owner and manager of the shop. Tumbleweed had a great history, a loyal following and a constantly evolving, fashion-forward inventory. All great things to build on when finding out who you are.

 

Floor Show

All meetings throughout the project took place at Tumbleweed after hours. This provided a large amount of empty floor space. Tess and Peter took the opportunity to develop the first Studio DAD Floor Presentation™. They printed every presentation deck and laid them out on the floor of the boutique. Everyone was able to see the entire presentation at once—to walk around it, spend time with it. It proved to be one of Studio DAD’s most successful presentation styles.

The visual exploration centered around perspectives on actual tumbleweeds (lechenaultia divaricata). Tess and Peter looked at various representations of tumbleweeds themselves, the paths left as they roll across the plains and the shadows they create in the Western sun (amongst other concepts). The winner was a modern, simplified execution that used just two shapes. This logomark was also broken apart to create secondary graphic elements. To further differentiate the brand, the chosen color palette was visually striking.

The identity was executed throughout the shop, as well as on collateral, signage and environmental graphics. At Tumbleweed’s first trunk show after the rebrand, a longtime customer even brought in a cake emblazoned with the new logo. Success.

Audio
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  • Audio 00:00
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