HANDSOME OXFORD

Redefine the brand identity of The Handsome Oxford to better reflect its one-of-a-kind personality that is rooted in authenticity, curated style, and community. The goal is to create a visual and verbal system that honors the store’s personal touch, vintage roots, and welcoming environment, while helping it stand out in San Francisco’s competitive retail scene.

The re-brand captures the personal, hands-on spirit of The Handsome Oxford, placing Mark—the owner and sole curator—at the center of the brand. The new identity reflects his distinct taste and passion for vintage fashion through nostalgic typography, warm tones, and textured visuals. It’s a brand built around one person’s eye and energy, making the shopping experience feel as thoughtful and authentic as the pieces themselves.