The Content Store was a leading independent menswear retailer that curated timeless and contemporary brands from around the world and brought them to its stores on Lambs Conduit Street and Exmouth Market. Part of the store’s ethos was to be playful, which I used as a building block for the store’s brand identity. The brand identity is represented through the smile icon, which was incorporated as a full stop in the logo.
The shop window is a place for customers to 'window shop', which means that the items in view change often throughout the year. I opted for a smile icon with a thin stroke to capture the attention of passersby without obstructing the view of the products.