LaFrance is a fashion antique thrift store that specializes in high quality vintage clothing. Designing the rebrand, I made sure to capture that essence in making the logo resemble it to newer more high class fashion companies with serif typefaces that have thin weights to provide elegance and professionalism to represent the brand. LaFrance has many high quality articles of clothing, so making sure that people understand it is not like a regular thrift store and separates itself from that was of utmost importance.