20 Euro Hero

A second-hand clothing mission based in Vienna.

— brand identity creation
— logo design
— communication strategy
— copywriting

20 Euro Hero is a small Instagram based project with two missions: 1) enable its creator to practice and improve his videography and photography skills, 2) make waste reduction cool by encouraging people to buy second-hand clothing.

The logo communicates the brand’s sense of style and youth culture and matches its alternative and activist personality. It stands out among a sea of feminine aesthetics often seen in fashion-related brands to position itself as a brand that speaks to all, not just the female market.

Chunky numbers, bold and edgy, seek to amplify the importance of the project’s message.