The Launch of Vetted


This new is about a week old, but I wanted to mention it to all of you because it’s something I’m personally proud of.

About a week ago, I launched a new venture. A lifestyle store called Vetted. Essentially, it’s a collection of goods that can compliment a modern way of life. From stationery to clothing, we look for unique goods that are exceptionally crafted and functional. We also offer a variety of independent magazines that you don’t find often at your local newsstand.

For the branding, which is actually still in development, I wanted to keep it extremely simple and stripped down. The triangle in the logo has two meanings: it represents a funnel, emphasizing the curation process we take, and it also a representation of a V. For the type treatment I went with Futura because it had the lines and the attitude that I was after. I did slight modifications to the E and D to make it feel more balanced with the triangle.

The simple, stripped-down aesthetic is carried into the site, and eventually will extended to other identity pieces.

All in all, it’s been a great experience so far and I’m excited to see where I’m going to take the brand.

As a small thank you to all of you loyal readers, I’ve setup a 15% discount code that you can use if you’d like. Just enter SHOPIFY70URPTIW at checkout.

13 thoughts on “The Launch of Vetted

  1. I love how clean your online store is! I love the one-of-a-kind items you sell there as well!

    I noticed that your “shop” on is linked to your old (I assume) Bigcartel online store. I haven’t started an online store but want to some day.
    I would really appreciate it if you could tell us which e-commerce service you are using for Vetted. It doesn’t seem like you use Bigcartel for Vetted.

  2. Antonio, I had no idea you were behind the website. I just got my O-Check notebook and absolutely love it. Amazing site. Can not wait to see it expanded further.

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