RARE by Goodwill is a new concept store that is a fresh take on a historical brand. Goodwill was created as a platform to generate jobs through many different avenues, one of which is the sale of donated goods. We partnered with Goodwill Orange County to create a new retail experience--not the thrift or second hand store that most people are all familiar with. RARE by Goodwill is an inspiring space that adds tangible value to the community through job training and placement via store profits.
STRATEGY - NAMING - BRANDING & LOGO - PACKAGING - ENVIRONMENT - SPACE PLANNING - CUSTOM FURNITURE - INSTALLATIONS - DISPLAYS
BRANDING & LOGO
The clean modern aesthetic of the branding is a reflection of the customers that shop at RARE. They are hip & trendy young adults who value unique items & experiences. The custom drawn logo type and icon are striking yet simple.
High-quality shopping bags elevate the shopping experience at RARE and further differentiate it from previous Goodwill retail stores. A pattern created with the logo icon highlights one icon in a stand out color, speaking to the idea of originality of the brand.
RARE x GOODWILL STORE
Custom furniture and fixtures fill the RARE Store in Anaheim. Donated items are thoughtfully merchandised and custom displays high light the hand selected products. Not only beautiful and functional, every piece speaks to some part of the story of Goodwill. RARE not only includes merchandized clothing, but collections of vintage items, a reading nook, home goods, and a record listening area.
BACKSTORY & PROCESS
The furniture, fixtures and displays in RARE pull inspiration from different elements of the Goodwill story and incorporate it in a variety of details.
The table tops were custom created to look like the metal crates used to contain, store, and organize goods as they are donated and processed in the Goodwill facilities. Metal grid panels were powder coated Goodwill Blue and inset with smoked glass to provide a smooth surface on which product could sit.
One of the most frequently donated items are TVs which are either sold at a store or taken apart and sold for parts by people employed by Goodwill. Old TVs were gutted and then outfitted to hang as a lighting chandelier at the entrance of the store.
When smaller items get donated, they get organized and stored in cardboard drums at the Goodwill facility. Drums were customized to have a powder coated metal panel on top to create a clean and sturdy surface for product to be displayed. Theses became the "hero" item displays and provided multiple heights and layers with which to work.
Any clothing deemed unsellable after it's been donated is collected and ran through a machine that creates a giant bale of clothing that then gets recycled. Originally the intent was to create the long cash wrap to look like a bale of solid clothing, but due to fire regulations, the design had to be adapted.
BOOK WALL & PROPS
Another frequently donated item is used books which we used to cover a wall and make a statement. We also created an amphitheater style reading area complete with cushions upholstered with vintage blankets. Other vintage items (like globes, radios, and speakers) were used in large groups and collections to create moments of visual interest.