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Lead Image

To honor the heritage of the store and town the concept behind these pieces includes nods to the past infused with a modern feel. Stamps were used to render the modern style lockups with a rustic appearance, and exterior signage was hand painted to maintain the classic integrity. 



Outpost General Store

Quantity Produced


Production Cost


Production Time

2 weeks

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

Number of Colors





ATSackers Gothic
Garage Gothic
Arvil Sans
Engravers MT


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Project Description

Outpost is a modern take on an old fashioned general store. Serving up fresh, local food, flowers and spirits alongside vintage and antique wares, the shop is situated along the quiet streets of Wayne, Illinois where it's not uncommon to see a customer riding horseback. Honoring the heritage of the town and the concept of the store, we designed their brand to feel modern with a nod to the past. Inspired by vintage letterforms, we hand-lettered the monogram to feel historic and bring to mind a horseshoe. The logotype and thin stroke for a drop shadow brings the brand to modern day. Instead of designing 1 logo that gets applied to everything, we designed 4 lockups and a monogram to give a lot of flexibility for tags, bags, business cards, signage, ads and packaging. Turning the modern lockups into stamps gave the dichotomy and rugged, aged look we were going for. We also used manila paper for the business cards to match the tags and cotton totes. And we honored the craft of a bygone era, by having the exterior signage hand-painted.

Production Lesson(s)

Normally we learn something new with every job we print, but this project was flawless. Everything turned out just the way we hoped it would, and we didn't run into any issues along the way.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 28, 2013


Filed Under

Identity Materials
Promotional Cards
Rubber stamp


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End