Counter–State Logotype

Counter–State is a fictional 2nd hand shop, on a mission to make buying used cooler than new.

United by caring, not by trends.

Project Goals
Micro
To define the visual story for Counter-State. Counter-State embraces frivolity, self-expression and determination. We love planet-earth and all life, and we’re here to celebrate it. Everything we do is about bringing better choices to people, the choice to celebrate life without hurting it. The aesthetic and visual language should reflect that in a strong, determined and caring way. Our look will draw eyes in, we won’t be subtle or dull. We’re here to catch eyes and hearts.

Macro
To make buying second hand cooler than high street. By embracing individual expression and caring for planet earth, we’ll shift the scale. No one will want to wear mass produced again.

We’re counter to fast fashion.
We’re counter to boring.
We’re Counter-State.