Insights

Shoppers aren’t just collectors—they're people seeking the strange, the rare, and the beautifully bizarre

“A Hidden World for Those Who Seek It”– The store isn’t for everyone, and that’s the point. Those who are drawn in find it, not because it’s marketed to the masses

Strategy

Creative Idea

The closest thing you can get to the other side is RVA.”

This concept leans into the brand’s mystique while grounding it in place. It positions Rest in Pieces as more than just a store—it’s an experience, a portal, and a destination.

We wanted to embrace the weird, the eerie, and the unforgettable in a way that sparks curiosity and pride, especially for out-of-towners and locals alike. In a city full of history and hauntings, Rest in Pieces is where the veil feels thinnest.

OOH

Curiosity over convention

Experience

In parks near Rest In Pieces, like Monroe Park (pictured), Oregon Hill Linear Park, and Pleasants Park, there would be a set up of oddities and a headstone informing people about RIP. Next to the headstone, people could interact by receiving a free Tarot reading.

Headstone copy:

HERE LIES THE MUNDANE.

Rest In Pieces

349 S Laurel St | (804) 649-1666

Reach via Ouija Board or follow the skeleton.

Social

Curious-minded individuals aged 18 and up who are drawn to the unusual, the macabre, and the one-of-a-kind.

Rest in Pieces attracts a wide age range—from college students to older collectors—but its appeal isn’t defined by age.

The shop often draws out-of-state travelers and oddity enthusiasts looking for something they can’t find elsewhere. These are people who seek the strange, the rare, and the meaningful—and who value spaces that celebrate the offbeat without judgment.

Rest In Pieces RVA

Rest in Pieces is a Richmond-based shop known for its curious and macabre inventory—from taxidermy to bone specimens and dark decor. While it has a cult following among oddity lovers, the brand still faces hesitation from a broader audience who may find it intimidating or unapproachable. Our goal was to create a campaign that maintained its edge while opening the door to more curious minds.

Employee Interviews:

Spoke with two store employees.
Many first-time visitors feel hesitant, unsure if they “fit in.”
Brand wants to stay niche and mysterious, not go fully mainstream.
Social Media Analysis:
- Playful, eerie posts saw ~30% more engagement than product-only posts.
- Humor invites curiosity without weakening the brand’s identity.

Methodology

Cultural Research:

Rise of “mainstream weird” (true crime, oddities on TikTok, etc.).
People crave access to the strange, without losing its edge.
Key Takeaways:
- Rest in Pieces thrives on mystique.
- The goal: welcome curiosity, not erase exclusivity.
- Authentic tone + clever access points = wider reach without selling out.

Problem

Rest in Pieces is known for what it sells, not how it makes people feel when they walk in.

Though it’s full of personality, Rest in Pieces can feel like a space meant only for “insiders”—those who already love taxidermy, skulls, and the offbeat. But there’s a wider audience out there: people who are intrigued by the strange but feel like outsiders, unsure whether they belong.

We set out to reframe the brand from one of intimidation to invitation, keeping the weird but turning it into a conversation starter rather than a barrier.

Insights

Shoppers aren’t just collectors—they're people seeking the strange, the rare, and the beautifully bizarre

“A Hidden World for Those Who Seek It”– The store isn’t for everyone, and that’s the point. Those who are drawn in find it, not because it’s marketed to the masses

Strategy

Creative Idea

The closest thing you can get to the other side is RVA.”

This concept leans into the brand’s mystique while grounding it in place. It positions Rest in Pieces as more than just a store—it’s an experience, a portal, and a destination.

We wanted to embrace the weird, the eerie, and the unforgettable in a way that sparks curiosity and pride, especially for out-of-towners and locals alike. In a city full of history and hauntings, Rest in Pieces is where the veil feels thinnest.

OOH

Curiosity over convention

Experience

In parks near Rest In Pieces, like Monroe Park (pictured), Oregon Hill Linear Park, and Pleasants Park, there would be a set up of oddities and a headstone informing people about RIP. Next to the headstone, people could interact by receiving a free Tarot reading.

Headstone copy:

HERE LIES THE MUNDANE.

Rest In Pieces

349 S Laurel St | (804) 649-1666

Reach via Ouija Board or follow the skeleton.

Social

Curious-minded individuals aged 18 and up who are drawn to the unusual, the macabre, and the one-of-a-kind.

Rest in Pieces attracts a wide age range—from college students to older collectors—but its appeal isn’t defined by age.

The shop often draws out-of-state travelers and oddity enthusiasts looking for something they can’t find elsewhere. These are people who seek the strange, the rare, and the meaningful—and who value spaces that celebrate the offbeat without judgment.

Rest In Pieces RVA

Employee Interviews:

Spoke with two store employees.

Many first-time visitors feel hesitant, unsure if they “fit in.”

Brand wants to stay niche and mysterious, not go fully mainstream.

Social Media Analysis:

Playful, eerie posts saw ~30% more engagement than product-only posts.

Humor invites curiosity without weakening the brand’s identity.

Methodology

Cultural Research:

Rise of “mainstream weird” (true crime, oddities on TikTok, etc.).

People crave access to the strange, without losing its edge.

Key Takeaways:

Rest in Pieces thrives on mystique.

The goal: welcome curiosity, not erase exclusivity.

Authentic tone + clever access points = wider reach without selling out.

Problem

Rest in Pieces is known for what it sells, not how it makes people feel when they walk in.

Though it’s full of personality, Rest in Pieces can feel like a space meant only for “insiders”—those who already love taxidermy, skulls, and the offbeat. But there’s a wider audience out there: people who are intrigued by the strange but feel like outsiders, unsure whether they belong.

We set out to reframe the brand from one of intimidation to invitation, keeping the weird but turning it into a conversation starter rather than a barrier.

Target

VCU Rebrand

Alex Wood