An exploration of the naming and branding behind an imagined vintage goods store, North of East, based in New York’s historic, charming, and picturesque Hudson River Valley.
Inspired by the Hudson River Valley's notable reputation as a cultural hub, North of East seeks to celebrate, sustain, and revitalize the spirit of the region. This is done through sourcing authentic and high quality pieces that come directly from New York, as well as pieces that encapsulate the state’s goodness as much as its grit.
The store's name is a play on the colloquial term the Northeast given that the geographical positioning of the Hudson River Valley extends north of major east coast cities like D.C., Baltimore, Philadelphia, New York, and Boston. The typography of the brand pairs a title serif font of industrial refinement with a scripted font of historic penmanship. The color palette celebrates the vibrance of each season in the valley with a library of supplementary brand icons that tell the story of the region's pastimes, flora and fauna, and location.
