Good Baby Vintage

I co-founded Good Baby Vintage with my partner, Axel, developing the name, brand identity, and overall creative direction. The brand began with a playful, Gen Z–focused aesthetic, bright colors, quirky typography, and energetic visuals that reflected the youth-driven vintage market at the time.

As the brand evolved, this approach started to feel chaotic and difficult to maintain, especially alongside the bold, pattern-filled clothing we sourced. I led a rebrand toward a more minimal and confident visual identity, one that allowed the garments themselves to stand out while giving the overall presentation a stronger sense of cohesion.

I also handled model casting and art direction, selecting young, stylish teens and photographing them in urban settings to reflect the brand’s streetwise yet nostalgic sensibility. This brand book captures the evolution of Good Baby Vintage over several years, showcasing its shifting styles, photography, and creative experiments.