Many years later, and the same connection as on day one. It’s been a privilege to be part of this project from the very beginning and to see what it has become. Thank you for everything, Piluca — for the creative freedom you always give us, for continuing to work with us, and for recommending us and connecting us with other wonderful projects run by great people.
The new identity created for Rue Vintage 74 needed to reflect its evolution. The goal was to modernise the brand through typography and colour, and to develop a highly visual icon for use on social media and in other small-format spaces, while preserving key elements of the brand’s personality.
The result is a clean, contemporary logo with an icon inspired by the architectural plans of their physical space — a nod to the project’s growth — incorporating the initials RV74 to maintain its essence.
We aimed for a fresh, clean visual direction that highlights what truly matters: the products. That’s why we chose black for the fixed elements such as the menus and footer. We wanted the products to be the undeniable protagonists of the online store — hence the large images, full-width design, and minimal surrounding elements. The design is the frame.
As with all e-commerce projects, our goal was to make navigation intuitive, help customers find what they’re looking for, and guide them toward completing their purchase. The result is a visually driven site with neutral tones, where the product photography takes centre stage.
>It’s a custom-developed Shopify store designed to be unique — just like the pieces you’ll find in it. It also includes a B2B sales section with a customised storefront for wholesale clients, all within the same Shopify installation to streamline stock management.
