Fixing is the new buying

A chair that has lasted for years. A cup with a rim of history. A place where repairing and reusing isn’t the exception, but simply part of how you live.

Buying second-hand, donating your used items and fixing broken things should be the most natural thing in the world. But we all know we’re not living up to it. ‘De Normaalste Zaak’ is a fun and convincing reminder that we all that we all have the power to turn second-hand into first choice.

The identity uses vintage picture frames to literally reframe how we see thrifting. Showcasing treasures, clever copy and the joy of the hunt.

A project for Eindhoven 365
Concept by Megawatt Agency
Pictures by Max Kneefel