If retail is dead, this is its Afterlife.
If retail is dead, this is its Afterlife.
- Scope
- Identity
E-Commerce
Illustration
Print
Merch
Afterlife Store was a place where Australian and international shoppers, surfers, skaters, brands, makers, creators, artists, kids, mums, dads, and everyone in between could come together to meet, eat, drink, work, listen, look, shop, and hang out. At Afterlife, inclusivity wasn’t just a belief; it was the vibe. It was about creating a space where everyone felt they belonged—sharing positive energy, offering local insights, great products, and exceptional coffee. Whether you were chasing a unique shopping experience, a perfect cup of coffee, or just a place to feel at home, Afterlife made it happen. Though the doors have now closed, the memories and good vibes created at Afterlife remain part of its legacy—a testament to its role as a community hub, where every visit felt like a moment worth savouring.
The concept of life after death remains a mystery, with some imagining it as a portal to another world and others envisioning a bleak nothingness. The truth remains elusive, and one’s guess about it is as good as anyone else’s. To bring this concept to life in the physical world, we collaborated with Create + Supply and Salt Mill in Brunswick Heads, New South Wales to develop a brand that can be observed both in the physical world and online.
Designing a representation of the afterlife is challenging due to the lack of concrete information, subjectivity, and cultural/religious differences; it requires a lot of imagination and can be difficult to create something universally accepted.
