Hand It Down
Brand and identity design for Hand It Down Kid to Kid Resale, a woman-owned second hand shop in my hometown of Santa Cruz, California. Founder, Tori Koneya, discovered me through the grape vine. I have a lot of lovely woman-owned small business clients throughout my home state, and it was so exciting when I first connected with Tori. Her vision for a kids-only clothing and accessory thrift store made me smile and cry a few happy tears. I am a “recycle, reduce, reuse, Rihanna,” kinda girl (quote Broad City) and Tori’s shop concept definitely matched my energy from the get-go. We opted for a hand drawn vibe for the logo’s custom graphic and typography, using colors that are kid-friendly and pop off the storefront (and screen), grabbing the right attention. Tori’s shop opened at the end of 2025 and is thriving in 2026 with lots of cute, happy customers and daily donations piling in.
Brand & Logo
