After doing a lot more research and analysis of different shops to see where Kenny should stand in the hierarchy of vintage shops in Leeds - this is a re-evaluation & summary of my previous statements surrounding audience and tone of voice...
Audience
- Students / younger generation (living on a budget)
- Those with an interest in vintage fashion / clothing
- Those on a clothing budget, but appreciate retro clothes
- Both a male and female audience
Tone of voice
- Informal and direct
- Playful to reflect the cheaper side of the shop
Aesthetic / tone of identity - Recycled
(representing the nature of vintage clothes)
- Applied through stock and use of colour - dull tones letting the clothes speak for themselves
- Playful and consistent across all fronts - shop face, web, printed media etc.
Choice of typeface
- Something with a bit of history but used in a way to set the tone for a vintage / retro shop
- Could be either serif or sans at this point - Must have reasoning behind my type decision.
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