In the summer of 2024, we developed the visual identity for Friperie Déjà Vu Thrift, the newest venture from the team behind Friperie Notre Dame.
The mandate was to carry forward the familiar neighbourhood, retro, community-driven spirit of Friperie Notre Dame while building a scalable, contemporary identity that could hold its own alongside larger thrift chains. The final system features a retro-inspired modernist logomark paired with a playful, approachable typeface and a bright colour palette rooted in elemental tones.
A key component of the project was the collaboration with illustrator Vincent Tourigny (@vincentoutou), whose work played a significant role in shaping the brand’s visual universe. Commissioned by the client, he created a series of illustrations and a mascot derived from the logomark. His previous work for Friperie Notre Dame also informed several early development phases.
The identity was extended across environmental and promotional applications, including signage, window decals, wayfinding, merchandising, and other supporting materials.
Visual identity & Graphic Design: Jonathan Lefrançois
Illustration: Vincent Tourigny
