Shop lifters

Behind every headline-grabbing flagship store or market-challenging new retail brand lies the unsung hero – the print collateral, says Pamela Buxton. It all has an important part to play in reinforcing the brand identity, sometimes drawing direct i

New Vintage at Oasis – Graphics: Yellow Door

When Oasis decided to introduce a vintage collection, it was important that everything from the clothes to the packaging contributed to the new-twist-on-vintage image. The fashion team made an international search for suitable vintage garments and then updated them to suit today’s shape and technology – lowering the waist, for example, or using different fabrics.

The brand name, New Vintage, was chosen to suit the contemporary take on 1940s and 1950s vintage.

Oasis worked with Yellow Door to come up with a hand-drawn script, taking inspiration from couture, perfume and hat packaging, but combined with the Oasis brand name.

‘The feel of the campaign had to be fresh and very now, with a nod to past design,’ says Yellow Door marketing director Lisa Looker.

For swing tags the logo was used in black on pale pink background with pinked zigzag edges reminiscent of the era. Swing labels carry information on the back about the origin of the garment and how Oasis has updated it. All purchases are wrapped in tissue paper bearing the V symbol from the logo.

The brand has its own carrier bags – brown paper with a pink-edged label and embossed logo and each purchase comes with its own New Vintage sewing kit in vintage-style printed fabric.

The promotional launch was done in full vintage style. The invitation included a paper dressmaking pattern and brown paper wrapping in keeping with the packaging style. And a press pack brochure in the form of cigarette cards, reminiscent of the collectible cards of the 1950s era, shows stylised photography of the New Vintage range. These will also go into the stores as a customer brochure.

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