In this post the graduation project of Snorri Eldjarn Snorrason, a designer from Reykjavik, Iceland for the Iceland Academy of the Arts. The project contains the branding for the fashion store Kassetta in Reykjavík city, providing it with the identity needed to thrive in the challenging market environment. He wanted the store to have a visual presence which would exceed it’s confined space. Kassetta, which translates to cassette, or tape cassette, sells vintage clothes along with more modern clothes designed by the owner of the store. This fusion of two eras seemed interesting to him and he wanted the identity to reflect this synthesis. Time is also something that is closely connected to fashion and therefore it seemed logical to work with that, and this is the result, enjoy!