Barnardo’s wanted to create a charity shop that would be able to compete with famous fashion retailers such as H&M, River Island and New Look. The problem was that the public generally perceived charity shops to be full of outdated clothes.
In order to change the long held misconception that charity shops only stock old fashioned clothes, FITCH needed to create an in-store visual language for the new flagship that would present Barnardo’s as curators of style.
FITCH created a brand new look and feel for the retail store in order to attract the fashion-conscious shopper.
FITCH art directed stylish by playful in-store photography depicting fashionable adults but – adding a touch of Barnardo’s personality – with children hijacking the photo shoot.
A hand-drawn typographic style for the new ‘Discovered by Barnardo’s’ range conveys the feeling that the brand can be trusted to handpick pre-loved pieces.
This year, we decided to support Barnardo’s over Christmas – find out more here: