Logo and branding design for Lothani, an online secondhand clothing store for women. The challenge was to design an identity that would match their target group and give this feeling of luxury even though the clothes thrifted. There is a huge  amount of competition in the fashion industry and there is a huge amount of waste in fast fashion, but buying secondhand is getting more and more popular and so is online-shopping. Combining the two can be a progressive, climate-friendly and modern business to have, it just needs the right kind of branding. The logo design was the core aspect of the project. I wanted to create a simplistic yet fun and elegant design, which could be used in a range of different applications, ensuring that the logo would stand out and remain consistent.