Alma Co. is a Boulder-based second-hand clothing store focusing on nostalgia and community expression. Rooted in a love for vintage fashion and sustainability, Alma Co. offers curated collections alongside regular selections. Alma Co. also offers a unique monthly booklet highlighting the store’s collections, and selections, as well as local art and community. Counteracting second-hand accessibility issues, Alma Co. offers free-up cycling and education workshops while creating a bridge between vintage aesthetics and modern inclusivity.
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As the final requirement to earn a B.F.A in Graphic Design from Auburn University, students are required to propose and execute a final project. Working both independently and with their professors, students create a project that addresses five different areas of design, with cohesive deliverables to accompany each of them.
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To emphasize creativity, accessibility, and sustainability, many elements were rooted in manually produced methods and relatable photography. By using print-making in almost all elements, including hand-printing secondhand tank tops for merchandise and a hand-carved stamped typeface, Alma emphasizes the importance of personal creation.
Casual, vintage-inspired photography also created a space for vintage styles in a modern world. All photography, unless otherwise credited, was done by me. I shot over 1000+ images on digital and film, ranging from product shots to themed shoots.
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Adobe Illustrator, Photoshop, and Indesign, Canon T7
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Headings: Alma Sans, edited and printed by Danielle Ravelo, based on Ramona by Cristian Tournier
Subheadings: HWT Unit Gothic by Hamilton Wood Type Foundry
Body: Latino Gothic by LatinoType
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Identity
‘Alma’ is the Spanish word for soul, inspired by a want to create a space with life and character that gives back to the community. The organic secondary mark is inspired by the Taino symbol for the sun, referencing my background and the principles of being grounded and conscious. The vertical logo was inspired by Latin-American signage.
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Photography
Perhaps the most crucial aspect of Alma’s identity is photography. I shot over 1000+ photos, digitally and on film. I created staged photoshoots as well as simple product shots.
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Publication
A quarterly booklet printed on recycled paper to highlight store selections, local art, workshops, and written work. These are available in-store for free once printed and stitched.
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Merch.
Alma’s secondary symbols, hand-carved stamps illustrating Alma’s purpose, are used to create a pattern on recycled canvas tote bags.
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Signage
In the spirit of Pearl Street’s energy and Alma’s Latina roots, Alma’s storefront is bold and eye-catching with the vertical logo functioning
as store signage. -
Promotional Items
Alma has free tattoo packs with original illustrations based on stamped prints available in-store as promotional items.
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Apparel
Tank tops are block-printed with the brand’s secondary logo and stamp. Tank tops are sourced from local second-hand stores and printed in-store.
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Packaging
Recycled brown paper bags are hand-stamped with the store’s logo. Clothing tags are also made of 100% plantable seed paper.
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Social Media
The function of social media was to showcase workshops and items available, as well as further promote our purpose of sustainability and community.
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Advertising
Posters call the audience to change their consumption patterns by becoming more conscious and finding new ways to express themselves.
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Print
Postcards are printed on plantable seed paper and used as promotional items as well as being included in customer orders and purchases.
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Interactive
In addition to the store front, customers can view and purchase items online as well as register for workshops on Alma’s website.
