INDUSTRY:
RETAIL
CLIENT:
SECOND CHANCE
YEAR:
2025
EXPERIENCE:
BRAND DESIGN
SECOND CHANCE
about.
Second Chance is more than just a second-hand store—it’s a space where pre-loved items find fresh beginnings. Built around the idea that every piece has a story, the brand embraces sustainability, community, and renewal.
With a warm, DIY aesthetic and visuals inspired by old photography, records, and other second hand gems, Second Chance makes sustainable shopping feel fun and approachable. Through donations and consignments, it keeps quality items in circulation while also giving back—ensuring that nothing goes to waste. Surplus clothing is donated to those in need, creating a cycle of renewal that benefits the community.
challenge.
Fast fashion and mass production have made it easy to overlook the value of second-hand goods. Many quality items end up discarded, while shoppers looking for unique, sustainable options often struggle to find curated, pre-loved pieces in an inviting space.
The challenge was to create a brand that not only encourages second-hand shopping but also makes it feel exciting, accessible, and community-driven. Second Chance needed a visual identity that captured the warmth, nostalgia, and character of vintage treasures while reinforcing its contributing to sustainability and giving back.
result.
The goal was to create a brand identity that makes second-hand shopping feel as exciting and accessible as buying new. To achieve this, Second Chance needed a feeling that balanced nostalgia with a fresh, modern approach.
The branding uses warm, vintage-inspired visuals to evoke a sense of history and character, while clean layouts and bold typography give clarity and a modern feel. A carefully curated color palette—rooted in golden yellows and deep browns—enhances the feeling of warmth and familiarity, mirroring the cozy, inviting atmosphere of the store itself.
Beyond aesthetics, the design reinforces the store’s purpose: to keep quality goods in circulation while building a community around sustainability. Whether through signage, packaging, or social media, every brand touchpoint highlights the value of giving items—and people—a second chance.
testimonial.
I could visualize what I wanted and I knew the feeling I wanted to create for customers, Canonical Design took my vision and made it reality. I am beyond happy with the results.
Ambar Febriani
Owner
