Before & After: Portland General Store

by Yael Miller on 09/12/2011 | 1 Minute Read

Editorial photograph

For this redesign, Portland General Store enlisted a friend of theirs of more than 20 years, designer Colin Metcalf.

The goal was to express Portland General Store's values: American legacy, effective, natural products, in an unapologetic, unabashedly-manly form. For inspiration, they gave Colin the "germ", the "rollmark", the interlaced, ornamental-type glyphs stamped on firearms from makers Smith & Wesson and FN Herstal. The final, complete design also draws heavily from the masculine iconography of American "machine age" design and traditional labeling of spirits bottles.

Editorial photograph

Editorial photograph

Editorial photograph

Editorial photograph

Editorial photograph

Before:

Editorial photograph

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