Seconds
A second-hand interiors consignment store, website & delivery service concept providing users with a smoother buying & selling experience. Based in Melbourne, Seconds offers interior lovers a unique, curated selection of pre-loved pieces that contribute toward a more circular economy.
Sector
Retail
Scope
UX/UI
Brand Identity
Packaging
Advertising
Social Media
An adaptive logo: Lettering transforms into distinct variations, reflecting how interior elements are rearranged and reimagined in every home.
Sector
Retail
Scope
UX/UI
Brand Identity
Packaging
Advertising
Social Media
Seconds
A second-hand interiors consignment store, website & delivery service concept providing users with a smoother buying & selling experience. Based in Melbourne, Seconds offers interior lovers a unique, curated selection of pre-loved pieces that contribute toward a more circular economy.
Seconds
A second-hand interiors consignment store, website & delivery service concept providing users with a smoother buying & selling experience. Based in Melbourne, Seconds offers interior lovers a unique, curated selection of pre-loved pieces that contribute toward a more circular economy.
Full project coming soon.
Sector
Retail
Scope
UX/UI
Brand Identity
Packaging
Advertising
Social Media
Target Market
Interior lovers based in Melbourne. Gen Z and Millenials aged 22-40.
This demographic live in share houses, alone or with a partner or family. This is a place people spend their time cooking, eating, hosting, working, listening to music, unwinding and creating memories. Interiors in this setting give them a chance to express style mood and create a home experience that is personal to them.
I undertook secondary market research as well as primary research methods including surveys and interviews to uncover consumer behaviour, inspiration,
style preferences and problem areas.
90% of Gen Zs and Millenials are making an effort to reduce their environmental impact. (Deloitte 2021 Gen Z and Millenial Survey)
45% like a combination of both in store and online purchase options
for interiors.
The top 3 things this audience consider when purchasing interiors include:
75% price point 70% visual appeal 65% quality
Their main interior style preferences were mid century modern, minimal/contemporary and eclectic.
80% like a combination of new basic pieces and unique second-hand pieces. Their go to places to shop included Marketplace, vintage/op shops and Ikea.
They connect with brand stories that align with their values. They want high quality, engaging visuals and user experiences.
Problem Areas
Seconds was created as a solution to the identified problems found through my market research.
1. Price
Price point is one of the most important factors this audiences considers when purchasing interiors. They want unique, stylish and high quality pieces, but when it comes to purchasing new interiors, what they’re looking for is often out of their price range.
2. Sustainability
To keep costs down, cheaply mass produced furniture lacks in looks and quality. It isn’t made to last which has a major environmental impact. The Australian Bureau of Statistics (2021) reported that businesses and households throw away more than 20 million tonnes of furniture and interior waste annually, ending in landfill and affecting our climate.
3. Buying Process
When it comes to second-hand interiors the process is often overwhelming. Finding a piece is time consuming. Unappealing lighting, backgrounds or angles of photography can make an item come across as low quality, or an otherwise great item to be overlooked. Second-hand interiors don’t usually come with delivery which means transport and pick up are a common issue. Even if an item is able to be picked up, in the end it might be damaged or not as listed which can lead to a lack of trust for the users.
4. Selling/Clearing
Time and effort is also an issue when selling or getting rid of interiors, causing items to be piled up at home or chucked out, when they could be reused instead.
Problem Areas
Seconds was created as a solution to the identified problems found through my market research.
1. Price
Price point is one of the most important factors this audiences considers when purchasing interiors. They want unique, stylish and high quality pieces, but when it comes to purchasing new interiors, what they’re looking for is often out of their price range.
2. Sustainability
To keep costs down, cheaply mass produced furniture lacks in looks and quality. It isn’t made to last which has a major environmental impact. The Australian Bureau of Statistics (2021) reported that businesses and households throw away more than 20 million tonnes of furniture and interior waste annually, ending in landfill and affecting our climate.
3. Buying Process
When it comes to second-hand interiors the process is often overwhelming. Finding a piece is time consuming. Unappealing lighting, backgrounds or angles of photography can make an item come across as low quality, or an otherwise great item to be overlooked. Second-hand interiors don’t usually come with delivery which means transport and pick up are a common issue. Even if an item is able to be picked up, in the end it might be damaged or not as listed which can lead to a lack of trust for the users.
4. Selling/Clearing
Time and effort is also an issue when selling or getting rid of interiors, causing items to be piled up at home or chucked out, when they could be reused instead.
Target Market
Interior lovers based in Melbourne. Gen Z and Millenials aged 22-40.
This demographic live in share houses, alone or with a partner or family. This is a place people spend their time cooking, eating, hosting, working, listening to music, unwinding and creating memories. Interiors in this setting give them a chance to express style mood and create a home experience that is personal to them.
I undertook secondary market research as well as primary research methods including surveys and interviews to uncover consumer behaviour, inspiration,
style preferences and problem areas.
90% of Gen Zs and Millenials are making an effort to reduce their environmental impact. (Deloitte 2021 Gen Z and Millenial Survey)
45% like a combination of both in store and online purchase options
for interiors.
The top 3 things this audience consider when purchasing interiors include:
75% price point 70% visual appeal 65% quality
Their main interior style preferences were mid century modern, minimal/contemporary and eclectic.
80% like a combination of new basic pieces and unique second-hand pieces. Their go to places to shop included Marketplace, vintage/op shops and Ikea.
They connect with brand stories that align with their values. They want high quality, engaging visuals and user experiences.
While second-hand shopping offers unique, affordable finds, existing options lack a strong brand identity that resonates with millennial buyers. Marketplace is cluttered with low-quality imagery and no cohesive branding, while vintage stores have limited digital presence and outdated aesthetics. Seconds fills this gap with a retro contemporary design solution that aligns with the audience’s values, style, and functional needs.
Animations are used in 1 second intervals to visually convey the concept of time and the home holding stories - using seconds as the small moments that form a wider narrative.
Animations are used in 1 second intervals to visually convey the concept of time and story - using seconds as the small moments that form a wider narrative within life at home.
Website in progress - Coming Soon.
Animations are used in 1 second intervals to visually convey the concept of time and the home holding stories -using seconds as the small moments that form a wider narrative.
The packaging solution was designed with sustainability in mind. Branded mailer boxes are used for pick-up and delivery. The corrugated boxes are made from 100% recycled, FSC certified cardboard and printed with natural water based inks. The packaging can be picked up and reused for other orders or shredded as void fillers to create a circular loop system.
Seconds uses sustainable branded mailer boxes for pick-up and delivery. The corrugated boxes are made from 100% recycled, FSC certified cardboard and printed with natural water based inks. The boxes can be picked up and reused for other orders or shredded as void fillers to create a circular loop system.
Seconds uses sustainable branded mailer boxes for pick-up and delivery. The corrugated boxes are made from 100% recycled, FSC certified cardboard and printed with natural water based inks. The boxes can be picked up and reused for other orders or shredded as void fillers to create a circular loop system.
Seconds uses sustainable branded mailer boxes for pick-up and delivery. The corrugated boxes are made from 100% recycled, FSC certified cardboard and printed with natural water based inks. The boxes can be picked up and reused for other orders or shredded as void fillers to create a circular loop system.
