Ruth’s Closet

A resale boutique with an important cause and in need of a branding facelift.

Ruth’s Closet is a is a thrift store located outside of Baltimore specializing in upscale women’s fashion. Their parent brand, House of Ruth, aims to help victims of domestic violence. Originally their brand had a purple color that they wanted to keep in order to remain true to their mission, since purple represents the fight to end domestic violence. Digital lettering was used to give a more approachable feel which would help their goal of attracting more customers in a younger demographic, as well as representing the tight knit community that already existed. The final identity is a fun, youthful, and friendly brand that represents all the best parts of Ruth’s Closet that already existed.