ABC is a branding project for a community-driven e-commerce platform dedicated to pre-loved items for children and mums. Built around the idea of giving products a second life, the brand promotes a more conscious way of parenting: where sustainability, affordability, and community come together.

The identity balances warmth and modern simplicity, speaking to young, eco-conscious parents looking for stylish, quality pieces without contributing to overconsumption. From brand strategy and tone of voice to visual direction and website messaging, the project focuses on creating a trustworthy and approachable experience that makes circular shopping feel easy, inspiring, and part of everyday family life.