second-hand clothing, retail, brick + mortar
brand identity
naming, starting off with a strong foundation
Chapter Two Consignment came to us for help with turning their idea into a reality—from a vision sketched out during maternity leave to a full-fledged brand ready to serve families in Okotoks and beyond. The goal: to create a calm, modern space where parents and teens could shop curated, high-quality secondhand clothing without the clutter, chaos, or trip to the city. We worked together to develop the brand name and identity from the ground up—building something that feels elevated and trustworthy, soft but not overly sweet, and ready to grow into a go-to destination both locally and online for the best preloved finds.
The goal of Chapter Two is bigger than just opening a clothing shop—it’s about creating a local hub where families can find high-quality secondhand pieces without compromise. A place that’s calm, curated, and rooted in sustainability. Our job was to translate that vision into a brand identity that feels instantly trustworthy, visually distinct, and built to last, helping Chapter Two build their reputation as the go-to destination for preloved kids’ finds—whether you’re browsing in Okotoks or adding to cart from Ontario—and to grow into a pillar of the local community for years to come.
Chapter Two isn’t just about giving clothes a second life—it’s about helping families save money, reduce waste, and shop confidently in a space that feels more like a boutique than a bargain bin.
The brand identity pairs a script-style “chapter” with a bold, structured “two,” mirroring the balance between playfulness and sophistication. It feels like a handwritten note meets a curated shop sign—personal and polished. This thoughtful contrast lets the brand show up with heart and intention, whether it’s on a storefront window or a hang tag.
To round out the visual system, we introduced a set of design elements and logo variations that echo the brand’s tone: playful hanger icons, soft-edged badges, and round stamp marks in a variety of colours. These can be used across tags, packaging, or digital promotions—adding a hit of personality wherever they land.
"Millson + Main knocked this out of the park.
Seriously, if you are a new startup or DIYing it and looking for a refresh hit Meaghan up! She does so much more than just the logo. And her questionnaire exercise alone when working through your branding really helps you reframe your marketing and other business offerings. 1000000/10 cannot recommend her enough."