The Edit: five new projects including Boetiek Vincent by Eye Studio

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Boetiek Vincent is a second-hand clothing store in Ghent, Belgium that’s owned by SIVI, an association of poverty-combating volunteers. After dwindling in popularity for several years, they employed local design practice Eye Studio to design a new identity that would help the store appeal to a broader, trendier audience. Their solution is intentionally straightforward in order to make communications clear and universal for people from different cultural backgrounds. At the centre of the visual system is a pair of cartoon hands, designed to cross the language barrier and spread a light-hearted, jovial message. They’re contrasted with the logotype, which is set in Druk Medium to give the store a confident presence. To reduce costs and with sustainability in mind, all communications are printed black and white onto an ecological paper stock. Muma is a gin brand that “embodies the Mediterranean lifestyle”: sophisticated smells, intense sensations and an ongoing drive for freedom and discovery. Those features are captured in the brand’s visual identity and bottle design, which was developed by Milan and Rome-based agency Carosello Lab. Through a potent yet delicate combination of serif typography and illustration, the design represents Muma’s “will to experiment, drive to discover the unknown and desire of unique sensations”. The agency designed two different bottle labels: one for the main 50cl bottle and one for the smaller one-serving-size 40ml bottle. They are printed on Arconvert Waterproof White FSC paper using Kurz Luxor 386 foil, offset black and Pantone 564U.