Tien: a thrift store identity made entirely from reuse

Amsterdam-based FCKLCK Studio rebranded Tien, a Dutch thrift store where every item costs just ten euros — and built the entire identity around the same principle of reuse. The logo is an eclectic collage of letters cut from labels found on discarded clothing, so it never looks the same twice. Even the slogans are borrowed: "Just do Tien," "The Intelligent Choice. Tien." The signage? LED screens deemed commercially unfit due to defective pixels. Everything else is deliberately restrained: Klim Type's Untitled Sans Medium, rich black on white, zero decoration. Old-school Dutch functionalism at its finest — where the message is the design.

Tien | FCKLCK STUDIO

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