Bargain shopping is perceived as stressful, and is prescribed a dull or cheap aesthetic. However, shoppers who utilize The Rack to it's full potential are just the opposite. They are confident, fashion-forward women who know what they like and what they are looking for. Rack shoppers love the thrill of the chase, and finding that amazing last-in-their-size 60% off jacket hiding somewhere in the store. I wanted to create a positive shopping experience that didn't fail to represent the high-end brands available at The Rack, while remaining true to its often chaotic nature.

A brand for The Rack dedicated to the experience of the fashion-forward bargain  shopper.

Bold color, pattern and typography create a visual system that remains true to The Rack's chaotic nature.

Collaged imagery allows for the re-purposing of former advertisements, showcasing the high-end brands available.