Black and white logo for Walter's General Store in U.S.A., featuring a diamond shape outline with the store name inside.

WALTERS GENERAL

A heritage lifestyle brand inspired by classic American craftsmanship, timeless design, and a slower way of living. The goal was to create a brand that felt as though it had existed for generations—familiar, authentic, and built to last.

I developed the complete visual identity, establishing the logo system, typography, and overall brand language before designing the first collection of apparel. The debut run of shirts translated the brand into physical products, balancing vintage influence with modern quality and attention to detail.

The result is a cohesive identity that extends beyond a logo, creating a foundation for a lifestyle brand with room to grow across apparel, merchandise, packaging, and future collections.

Collage of vintage store items, including stickers, patches, a t-shirt with a skull and hat sketch, and a person browsing records.
Illustration of a tiger's head with orange and black stripes, detailed facial features, and the word 'Wild' written in script at the bottom left.
Sketch of a storefront with a large sign reading 'WALTERN' and a smaller sign underneath that says 'WALTERN.' The sketch depicts a building with large windows and an awning. The drawing is on squared graph paper, and a black pen rests on top of the sheet.
Red diamond-shaped logo for Walter's General Store in the U.S.A.
A detailed pencil sketch of a fierce tiger's face on lined notebook paper, with partially visible cursive text reading 'Waldo...'.
Collection of vintage style logos and patches with the word 'WALTERS' and related designs in various fonts, colors, and shapes, including logos with peace symbols, wings, and store indicators.
Decorative sign with the words 'General Store' in gold and red cursive overlaying the text.
Color palette for WGS Branding 2025: Colors. Includes primary, secondary, and complimentary color options with hex codes and names like soft sand, vintage black, deep hazel, SD blue, mornin' sun, rust, and racecar red.
Black and white logo of Walls-iers, a general store in the U.S.A.
A young man with wavy brown hair standing outdoors near the beach during sunset, wearing a white T-shirt with a large yellow smiley face on it. There are palm trees and apartments in the background.
Vintage general store tags with red string, labeled 'WALTERS GENERAL STORE U.S.A.' on beige background.
Multiple T-shirts hanging on wooden hangers on a clothing rack, including a white T-shirt with a yellow smiley face design.
Three vintage white sweatshirts neatly folded with visible tags that read 'WALTERS GENERAL STORE U.S.A.', laid out on a flat surface.
White T-shirt with a yellow smiley face graphic.
A yellow T-shirt with red text design and black grid lines, reading "Diar Marathon" and additional text at the bottom related to the 1984 race.
A white T-shirt with a black peace symbol printed on the front.
Black T-shirt with white circular text design in the center, featuring a list of words including 'WALTERS GENERAL', 'HOMEBROWN', 'PARTS', 'SALES & SERVICE', 'STORE CALIF', with a plain background.
White T-shirt with skull wearing a cowboy hat and sunglasses graphic design.
A white T-shirt with red text celebrating East Mountauk 1981 Swimming Club. The shirt appears to be laid flat on a black background.
White T-shirt with a red illustration of a boxer girl in a boxing stance wearing boxing gloves.
Black T-shirt with white text that says "House of the Fisher"
White T-shirt with black graphic of an eagle and the text "Walter's General" and
Black T-shirt with a beige skull and the phrase "Good Luck" printed on it.
Green T-shirt featuring a map of the Greek Islands and the text 'GREEK ISLES' with a sailboat graphic.
White T-shirt with a blue graphic design of a hand holding a plant with the words "Grow Your Own" inside the design.
Blue circular badges with white text that read "Scarborough Fair."
White T-shirt with a blue and white logo in the center that features a stylized bird and the words 'Scarborough Fair' beneath it, lying flat on a solid blue background.
Blue peace symbol with a cracked and weathered appearance on a black background
Blue peace sign with the words 'peace, love, hope' written around it.
A blue peace sign inside a blue circle on a black background.
A blue peace symbol with a distressed texture on a black background.
A blue peace symbol with a black distressed background.