Branding: 25 Central

Surely every Western Mass Girl remembers her first visit to Thornes Marketplace, babysitting cash burning a hole in that knock-off Coach bag. I think I was in eighth grade or so, and a whole new level of cool christened me as I pushed open those swinging doors and shuffled down the creaky hallway - this was no Holyoke Mall. I remember following my gaggle of friends straight to the back corner of the first floor - there was a fall dance on Friday and we were going to 25 Central.

25 Central never lost its cool factor. Whether it was a flirty dress, a quirky scarf, or a little bling - there was always something to catch my eye when I visited the shop here and there over the next two decades of womanhood.

So, when Katie - the shop’s fabulous proprietor - called me up back in the spring with some big news, middle-school me did a happy dance.

25 Central was making a big move over the summer - straight out to Main Street. Katie had taken ownership of the Northampton shop about five years earlier, and had been working on growing the brand, expanding the inventory, and keeping things young, hip, and fresh. 25 Central has been around since the 80’s, and Katie’s hard work was feeling hidden way in the back of Thornes. She found the perfect storefront, signed on the dotted line, and her next big project was a rebrand. I couldn’t have been more excited!

When Katie and I chatted about the look and feel of 25 Central over the years, there was one iconic element to the scattered branding that customers knew and loved: the store’s leopard print shopping bags. This gave me an idea that I was thrilled Katie was willing to run with:

This chic leopard. She was going to be the mascot for our brand, and help bring some well-deserved attention to the new 25 Central.

I let the rest of the branding be inspired by Katie’s bubbly personality. Her enthusiasm is what makes the store a truly fun place to be, and it’s what keeps customers coming back. She always has a great recommendation, knows how to brighten every shopper’s day, and was always telling me, “it needs more sparkle!!!!!” If that doesn’t sum up this brand, I don’t know what does.

We made some cute business cards, a gift card, and bunch of fun stickers…

…and the crown jewel: the storefront sign. We defied the downtown Northampton regulatory odds in making this giant, sparkling, party of a sign, and I am so glad we did. It’s bring the fun back to Main Street. Big thanks to Porcupine Signs for helping us bring this to life.

I love the way this brand came together because it exudes the personality of a business without reservation. It celebrates the shop’s beloved customers and the vibrant community it lives in, and gets everyone around it excited.

Thank you for an AMAZING project, Katie and 25 Central!!!!!