GINA + WILL RETAIL STORE

Gina + Will, in Minneapolis' Dinkytown neighborhood, delivers the “find” for thrifters. A cousin of the Goodwill family, items in the store are handpicked with 18 to 20-somethings in mind.

Tilka Design developed the name, brand identity, and concepts for social media and in-store applications. We conducted focus groups—testing name ideas, perceptions of thrift shopping, and early design concepts. The conclusion? Students thrift for the fun of the hunt. 
 

 

STYLE LOVES SAVVY

The name Gina + Will is a subtle nod to the store’s origins. The girl + boy association along with the supporting tagline “Style loves Savvy” provide inspiration for a playful campaign of “pairings”: Black + White, Mix + Match, Fit + Fun, Shop + Share. Sharing and being social are a big part of the store’s marketing—shoppers are encouraged to share their #GWFinds and brand ambassadors are quickly gaining tweets, likes, hearts, followers, favorites, and fans. In-store, warm and whimsical messages describe how purchases at Gina + Will expand Goodwill’s work: to help people get to work.